The paper offers insights into the acceptability of ethical issues in poultry production and how this situation provides an opportunity to transform the prevailing system into a more sustainable one. The survey among German consumers reveals that killing day-old chicks is a well-known practice and is rated as “very problematic”. In contrast, dual-purpose chickens are mostly unknown but are considered a positive alternative to killing day-old chicks (after the concept has been explained). Consumer clusters were identified regarding purchasing criteria for dual-purpose chickens, purchasing routines and socio-economic factors. Three of the five clusters—the perfectionists, idealists, and realists—turned out to be potential buyers. To develop a suitable marketing strategy, it is recommended that the added value of dual-purpose chickens be comprehensibly communicated. From a multi-level perspective, rearing dual-purpose chickens has a competitive disadvantage compared to system-compliant alternatives (in-ovo sexing, “lay hen brothers”). Through increasing external pressure, the different alternatives can jointly contribute to a regime shift.

中文翻译：

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家禽生产中的伦理问题：德国消费者对两用鸡的调查

该论文深入探讨了家禽生产中道德问题的可接受性，以及这种情况如何提供机会将现行系统转变为更可持续的系统。德国消费者的调查显示，杀死日龄雏鸡是一种众所周知的做法，被评为“非常有问题”。相比之下，两用鸡大多不为人知，但被认为是杀死日龄雏鸡的积极替代品（在解释了概念之后）。根据两用鸡的购买标准、购买习惯和社会经济因素确定了消费者群。五个集群中的三个——完美主义者、理想主义者和现实主义者——结果证明是潜在买家。制定合适的营销策略，建议通俗地宣传两用鸡的附加值。从多层次的角度来看，与系统兼容的替代品（卵内性别、“母鸡兄弟”）相比，饲养两用鸡具有竞争劣势。通过增加外部压力，不同的替代方案可以共同促成政权转变。