How Different Consumer Groups with Distinct Basic Human Values Gather, Seek and Process Information on Meat Topics: The Case of the German Animal Welfare Initiative

• DOI: 10.18461/ijfsd.v10i1.06
• Publication Date: 2025-03-24T11:54:28Z
• Authors: Darya Hirsch; Christian H. Meyer; Cristina Massen; Wiltrud Terlau
• Keywords: Agribusiness; Human welfare

In January 2015, German retail and industry jointly started a sector-wide initiative (“Initiative Tierwohl” - ITW) to improve animal welfare standards. The principle of the ITW is communicated mostly via websites its participating companies. However, uncertainty remained whether or not these provide necessary information consumers need on products. Based Schwartz's basic human values, different types were identified by cluster analysis (ward-method, k-means). results showed that depending expressed meta-values (Self-Transcendence/Openness Change Self-Enhancement Conservation), respondents had specific sources needs. Online rarely mentioned, majority referred brochures, flyers interpersonal contacts.