Marketing strategies for animal welfare meat identification: Comparison of preferences between millennial and conventional consumers

A survey was carried out on preferences by Italian consumers about marketing strategies applicable to animal welfare beef meat recognition in the market. An ad hoc questionnaire was developed and submitted to 514 individuals, which were divided into two types of consumers: millennial and conventional consumers. The characteristics and preferences of the two considered sample groups were defined to better understand their attitudes during beef purchase. Additionally, the criteria used during meat choice and animal-friendly values associated with products deriving from high animal welfare standards were analysed. Finally, the most important methods for animal welfare beef meat recognition have been studied and compared between the two considered samples. Our study revealed varying perceptions about animal welfare by different generations of consumers during beef meat purchase. Both millennial and conventional consumers acknowledged that having detailed labels helps to easily recognise animal welfare meat on the market.