Although consumer demand plays a key role in the conservation of endangered livestock breeds (also referred to as old, local, rare or heritage breeds), consumer research so far has made only a minor contribution to such conservation. Based on a qualitative consumer study using think-aloud-protocols, this article sheds light on consumers' knowledge and perceptions regarding endangered livestock breeds and provides recommendations to improve product communication. The findings include that only half of the participants were aware of the endangerment of livestock breed diversity. While brochures used as stimuli succeeded to motivate the informed participants to support breed conservation through their consumption, the uninformed participants exhibited difficulties in understanding the concept of endangered farm animal breeds. Many misattributed the cause of endangerment to consumer demand for the products of these breeds, influenced by a false analogy with wildlife extinction. These participants objected to the idea of consuming products from any endangered animal and thus were unwilling to support the conservation of rare farm animal breeds through their consumption behaviour. As a result, neither the endangerment nor their currently low population figures should be presented in consumer communication. To support product sales, the exceptional taste of these heritage breeds should be emphasised.

尽管消费者需求在保护濒危牲畜品种（也称为老品种、本地品种、稀有品种或传统品种）方面发挥着关键作用，但迄今为止，消费者研究对此类保护的贡献很小。基于使用大声思考协议的定性消费者研究，本文阐明了消费者对濒危牲畜品种的知识和看法，并提供了改善产品沟通的建议。调查结果包括，只有一半的参与者意识到家畜品种多样性受到威胁。虽然用作刺激物的小册子成功地激励知情的参与者通过消费来支持品种保护，但不知情的参与者在理解濒危农场动物品种的概念方面表现出困难。许多人错误地将濒临灭绝的原因归咎于消费者对这些品种的产品的需求，受到与野生动物灭绝的错误类比的影响。这些参与者反对消费任何濒危动物产品的想法，因此不愿通过他们的消费行为支持珍稀农场动物品种的保护。因此，不应在消费者交流中介绍濒危情况及其目前较低的人口数量。为了支持产品销售，应该强调这些传统品种的特殊口味。这些参与者反对消费任何濒危动物产品的想法，因此不愿通过他们的消费行为支持珍稀农场动物品种的保护。因此，不应在消费者交流中介绍濒危情况及其目前较低的人口数量。为了支持产品销售，应该强调这些传统品种的特殊口味。这些参与者反对消费任何濒危动物产品的想法，因此不愿通过他们的消费行为支持珍稀农场动物品种的保护。因此，不应在消费者交流中介绍濒危情况及其目前较低的人口数量。为了支持产品销售，应该强调这些传统品种的特殊口味。