Abstract
Two are the main results of the online survey, which was conducted with the purpose to examine the purchase behavior of a group of consumers and their views on animal welfare and religious slaughter. First result is the respondents’ great interest about the question on animal welfare, which is in accordance with the growing interest of European citizens about this issue. Second is the demand for a more transparent labeling of animal products, which would be also concerning animal welfare and slaughter method used. These results are in conflict with marketing analysis, which find that consumers want to receive only positive information. Paradoxically, the more information is transmitted to reassure consumers the higher risk to alarm them.
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