Evaluating the likelihood of the adoption of an animal welfare assessment system in European agri‐food supply chains

Lusine Aramyan (LEI, Wageningen University, Wageningen, The Netherlands)
Paul Ingenbleek (Marketing and Consumer Behaviour Group, Wageningen University, Wageningen, The Netherlands)
Backus (LEI, Wageningen University, Wageningen, The Netherlands)
Kees de Roest (Research Centre on Animal Production, Reggio Emilia, Italy)
Richard Tranter (Centre for Agricultural Strategy, University of Reading, Reading, UK)

International Journal of Quality & Reliability Management

ISSN: 0265-671X

Publication date: 4 January 2013

Abstract

Purpose

The purpose of this paper is to analyse the likelihood of adoption of a recently designed Welfare Assessment System in agri‐food supply chains and the factors affecting the adoption decision. The application is carried out for pig and poultry chains.

Design/methodology/approach

This research consisted of two main components: interviews with retailers in pig and poultry supply chains in eight different EU countries to explore their perceptions towards the adoption possibilities of the welfare assessment system; and a conjoint analysis designed to evaluate the perceived adoption likelihood of the assessment system by different Standards Formulating Organisations (SFOs).

Findings

Stakeholders were found to be especially concerned about the costs of implementation of the system and how it could, or should, be merged with existing assurance schemes. Another conclusion of the study is that the presence of a strong third independent party supporting the implementation of the welfare assessment system would be the most important influence on the decision whether, or not, to adopt it.

Originality/value

This research evaluates the adoption possibilities of a novel Welfare Assessment System and presents the views of different supply chain stakeholders on an adoption of such a system. The main factors affecting the adoption decision are identified and analysed. Contrary to expectations, the costs of adoption of a new welfare assessment system were not considered to be the most important factor affecting the decision of supply chain stakeholders about the adoption of this new welfare system.

Keywords

Citation

Aramyan, L., Ingenbleek, P., Backus, G., de Roest, K. and Tranter, R. (2013), "Evaluating the likelihood of the adoption of an animal welfare assessment system in European agri‐food supply chains", International Journal of Quality & Reliability Management, Vol. 30 No. 1, pp. 59-79. https://doi.org/10.1108/02656711311288423

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Publisher

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Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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