Exploring the Impact of Human-Animal Connections and Trust in Labeling Consumers' Intentions to Buy Cage-Free Eggs: Findings from Taiwan.

Abstract

Recently, interest in animal welfare has steadily increased, driven by a growing focus on environmental, social, and governance (ESG) issues. This trend aligns with the Sustainable Development Goals (SDGs) set by the United Nations. This underscores the importance of comprehending consumer attitudes towards products that are respectful to animal welfare. This research aims to employ the Value-Attitude-Behavior (VAB) model as a theoretical basis to explore the behavioral intentions of Taiwanese consumers to buy cage-free eggs. To provide comprehensive insights into consumer behavior in this domain, the study examines key variables such as 'human-nature connectedness', 'trust in labels', and 'attitude towards animal welfare'. By addressing an existing research gap in the literature and exploring consumer behavior in relation to animal welfare-friendly products, the research contributes to an area that has received limited attention. We gathered a total of 341 valid questionnaires for this research. Employing Structural Equation Modeling (SEM) along with Maximum Likelihood Estimation (MLE), we investigated the causal connections between variables. The study presents three key observations: First, consumers who value sustainability and ethics tend to maintain a positive perspective on free-range eggs. Second, a favorable stance towards cage-free eggs directly correlates with positive future behaviors. Lastly, label trustworthiness and a supportive view towards animal welfare heavily affect behavioral intentions in consumers. Given these insights and the growing significance of animal welfare in consumer choices, we recommend that participants in the food and livestock sector earnestly advocate for and back practices that prioritize animal well-being.