Willingness to pay and moral stance: The case of farm animal welfare in Germany.

ABSTRACT: This study examines the impact of ethical attitude on the willingness to pay for farm animal welfare improvement in Germany. Little is known about the pluralism of moral attitudes that may exist behind farm animal welfare issues and its relationship to customers' willingness to pay for it. Via a large survey (n = 1334) we are able to identify different moral dimensions by employing validated scales. We find utilitarian alongside deontological attitudes as well as a mixture of both. Thus, presupposing a standard moral attitude is too simple. This has implications for decision-making on markets, since the implicit normative assumptions of a utilitarian position in economics has to be critically assessed. Furthermore, we asked for the willingness to pay for various aspects of farm animal welf

SUBMITTER: Frey UJ 

PROVIDER: S-EPMC6091959 | biostudies-literature | 2018

REPOSITORIES: biostudies-literature