People have become increasingly conscious of the moral implications of their meat product consumption. The view that farm animals deserve moral considerations has generated widespread public attention to those animals’ welfare. Meat products from ethically raised animals are distinguished from non-welfare products using animal welfare-friendly (AWF) labels, such as the Better Life Trademark in the Netherlands. AWF meat products have become popular in the Netherlands, as evidenced by a substantial growth in product sales. To address the question concerning the factors influencing people’s intention to purchase AWF meat products and the extent to which those factors relate to one another, an online survey was implemented with 233 consumers from the Netherlands. Structural equation modeling results confirm the complexity of the mechanism behind people’s willingness to buy AWF meat products. Two factors strongly predict purchase intention—attitude and moral obligation. Furthermore, the effects of predictors such as knowledge of and trust in AWF labels on purchase intention are not direct but go through attitude and moral obligation.

中文翻译：

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牛不生病吃牛排：了解人们购买动物福利友好 (AWF) 肉类产品的意图背后的机制

人们越来越意识到肉类产品消费的道德影响。农场动物应该受到道德考量的观点引起了公众对这些动物福利的广泛关注。来自道德饲养动物的肉类产品有别于使用动物福利友好 (AWF) 标签的非福利产品，例如荷兰的 Better Life 商标。AWF 肉类产品在荷兰很受欢迎，产品销量的大幅增长证明了这一点。为了解决影响人们购买 AWF 肉类产品意愿的因素以及这些因素之间的相关程度的问题，对来自荷兰的 233 名消费者进行了一项在线调查。结构方程建模结果证实了人们购买 AWF 肉制品意愿背后机制的复杂性。两个因素强烈预测购买意愿——态度和道德义务。此外，对 AWF 标签的了解和信任等预测因素对购买意愿的影响不是直接的，而是通过态度和道德义务来实现的。