Adding More Value to Added-Value. An Exploration of Consumers’ Perceptions of Improved Animal Welfare Standards in Organic Production Processes

Recent studies reveal that consumers respond favourably to “organic plus” products with additional ethical attributes. The aim of the current study is to explore whether consumers would notice and value further improvements in the animal welfare standards than those imposed by the organic regulation. The results of a qualitative concept test reveal positive attitudes towards the proposed production process. The discussions about fewer standards being sufficient or about options “in-between” conventional and organic standards indicate that the difference in production processes is noticed, yet it is probably valued less than expected. The added attributes need to be thoroughly considered when developing and marketing “organic plus” products, as their effect on other product characteristics (e.g. high prices) can detract from their added value.