Abstract

In recent decades, the demand for ethically acceptable treatment of animals – especially in case of livestock animals – has increased significantly in western societies and can thus have a significant impact on the consumption of animal products. Therefore, it is of great importance to understand the influence and the mode of action of animal-ethical values. In consumer research, the consumer value-attitude system consisting of global values, domain-specific values and attitudes is essential in many studies. However, there have been no attempts so far to operationalise domain-specific values in the context of human-animal relationship empirically. This means that an essential component for the analysis of animal product consumption behaviour is missing. Therefore, the present study includes animal ethics into the consumer value-attitude system as domain-specific values. The aim is, to analyse the influence of animal-ethical values on consumer behaviour concerning animal products. As a concrete example, the consumption of game meat is chosen in this study, because the consumption of game meat is often judged in a contradictory way in terms of animal welfare. This offers the possibility to cover the entire spectrum of societal animal-ethical values. The study is based on a virtually representative online survey with 523 German participants. A structural equation model is used for analysis. It was found, that animal ethics can be perfectly integrated into the value system as domain-specific values. Furthermore, the results show that especially the two extreme positions in animal ethics, original anthropocentrism and abolitionism, have a significant influence on consumer behaviour – in this case on the consumption of game meat. Overall, this first study on domain-specific values in the context of human-animal relationship contributes to a deeper understanding of which animal-ethical values affect the behaviour of consumers. This is of great importance for marketing and consumer theory concerning animal products.