Consumer expectations towards slaughtering: Are there different expectations towards the slaughter of conventional and organic animals?

Abstract

The German meat industry and especially the slaughter industry has an overall poor standing in society's view, but little is known about consumers' perception of slaughterhouses. A survey was conducted to evaluate how consumers expect different aspects of the slaughter process and whether there are differences in the perception of the slaughter of conventional and organic animals. The results confirm consumers' negative views of the slaughter process in general. However, it is not particularly the slaughter process itself that consumers rate the worst, but rather the stressful and fearful atmosphere, the handling and treatment of the animals, as well as the working conditions, which are perceived most negatively. Further, consumers have a significantly more positive view on the slaughter of organic animals than on the conventional slaughter process, although the EU organic regulation sets almost no specific standard. The results underline the need for improvement in the conventional slaughter process but also in the slaughtering of organic animals from a consumer perspective.