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

Tranter, R., Aramyan, L., Ingenbleek, P., Backus, G. and de Roest, K. (2013) Evaluating the likelihood of the adoption of an animal welfare assessment system in European agri-food supply chains. International Journal of Quality and Reliability Management, 30 (1). pp. 59-79. ISSN 0265-671X

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To link to this item DOI: 10.1108/02656711311288423


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.

Item Type:Article
Divisions:Life Sciences > School of Agriculture, Policy and Development > Department of Agri-Food Economics & Marketing
ID Code:27374
Uncontrolled Keywords: Adoption likelihood, Animal husbandry, Conjoint analysis, European Union, Poultry, Quality assurance, Quality assurance systems, Retailers, Standards formulating organisations, Welfare assessment
Publisher:Emerald Group Publishing

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