Consumer patriotism in public farm animal welfare perceptions in South Tyrol: A segmentation study
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The acceptance of local livestock farming practices within society is crucial for the long-term success of a regions’ food supply. Consumer patriotism as a positive discrimination in the public perception of animal welfare levels in a region can lead to a loss of trust if the leap of faith is disillusioned. Therefore, this study analyses public perceptions of animal welfare levels in South Tyrol and uses a segmentation approach in order to account for diverse opinions in the population. The results show that consumer patriotism is related to welfare perceptions for the majority of respondents. Only one fourth of participants is highly concerned about animal welfare, also on South Tyrolean farms.