My Meat Does Not Have Feathers: Consumers\u2019 Associations with Pictures of Different Chicken Breeds

Abstract

The use of traditional chicken breeds with a dual purpose (egg and meat production) has become a relevant topic in Germany mainly due to animal welfare concerns and the importance of conserving genetic variability in poultry farming. However, consumers have little knowledge about the different chicken breeds used in the industry; making it challenging to communicate traditional breeds and their advantages to consumers. Hence, this study takes the approach to look at consumers’ perceptions of different breeds. We analyze consumers’ evaluations of pictures showing four dual-purpose chicken breeds. First, an eye-tracking study (n = 24) and think-aloud protocols (n = 28) were used to obtain open associations consumers make with each breed. Based on the results, an online survey was conducted (n = 933) to quantify consumers associations with different breeds and consumers’ interest in meat products with animal pictures on the packaging. Results show that consumers’ attention to pictures of chickens is mostly focused on their body and head, particularly with the Vorwerkhuhn. Consumers associate white breeds to white egg and meat production, while brown breeds are associated to brown egg production. Only a smaller segment of consumers (32%; n = 292), who are more engaged to animal welfare, accept pictures of animals on meat packages. We conclude that the marketing of meat products of traditional chicken breeds by using pictures is not a useful approach for the mass market. However, within smaller market concepts, such pictures can be used to communicate an alternative chicken meat production system that may lead to purchases of traditional dual-purpose breeds.