Abstract
Croatian meat consumer attitudes towards animal welfare-friendly products and production Decision making processes in the context of agri-food policy and agri-food industry cannot be completed without involving consumers. The concept of animal welfare-friendly production in Croatia is at the beginning of its development. Also, there is no sufficient information about Croatian meat consumer attitudes towards meat produced in animal welfare-friendly systems. The purpose of this study is to gain information about buying behaviour of meat consumers when buying red meat and consumer knowledge about animal welfare production in general. The consumers’ attitudes were collected by means of face-to-face semi-structured interviews on a sample of 187 meat consumers in the butcher shops and at farmers’ market. The data obtained from the survey were analysed with uni-variate analysis, chi-square test and correlation analysis. The findings suggested gender to have significant impact on the opinion regarding animal welfare (p<0,05), while higher income per household was on the border of significance (p=0,053) on the willingness to purchase animal welfare-friendly products in the future. The original contribution of this study is the identification of Croatian customers’ attitudes towards animal welfarefriendly products and their knowledge about the concept of animal welfare production.
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