Positioning Strategies for Animal-Friendly Products: A Social Dilemma Approach

Lenka van Riemsdijk*, Paul T.M. Ingenbleek, Gerrita van der Veen, Hans C.M. van Trijp

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

6 Citations (Scopus)


Many consumers express concerns about the welfare of animals in agriculture, but often refrain from purchasing animal-friendly alternatives that address their concerns. To support consumers in making choices in line with their values and attitudes, this study approaches consumer animal-friendly product choice as a dilemma between maximizing the buyer's self-interest and maximizing societal interest. To address this social dilemma, we developed and tested positioning strategies that reinforce the animal welfare label with complementary consumption values (functional, emotional, social, and epistemic). The results from a choice experiment with Dutch chicken meat shoppers showed that two strategies—emotional and epistemic—effectively increase consumer value perceptions. These insights imply that animal-friendly products positioned to invoke emotion or curiosity drive consumers towards animal-friendly product choices, and that these strategies are most effective for consumers who base their choice solely on maximizing either self-interest or societal interest.

Original languageEnglish
Pages (from-to)100-129
JournalJournal of Consumer Affairs
Issue number1
Early online date21 Jan 2019
Publication statusPublished - Apr 2020


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