Animal Ethics and Eating Animals: Consumer Segmentation Based on Domain-Specific Values
Animal Ethics and Eating Animals: Consumer Segmentation Based on Domain-Specific Values
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DOI：
10.3390/su11143907
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发表时间：
2019-07-02
期刊：
影响因子：
3.9
通讯作者：
Spiller, Achim
中科院分区：
文献类型：
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作者：
Hoelker, Sarah;von Meyer-Hoefer, Marie;Spiller, Achim
对于可持续饮食，特别是关于动物福利，人类健康和环境问题，显着减少动物源性食品的消费至关重要。最常报道的少肉或无肉饮食的动机是对动物福利的道德关注。本研究实现了基于特定领域价值观的人与动物关系背景下的第一批消费者细分之一;动物伦理。这样的消费者细分随着时间的推移是相对稳定的，并且涵盖了人类与动物关系的整体问题，而不限于特定的问题。基于在德国进行的一项全面的消费者调查，并通过三步聚类分析，定义了五个具有不同动物伦理价值观的消费者细分。随后的分析揭示了动物伦理和饮食之间的联系。作为一个关键的结果，关系主义作为一种动物伦理立场似乎在选择可持续饮食中发挥了关键作用。大约四分之一的人口的特点是以动物福利为导向的道德立场与明确拒绝关系主义相结合，即，他们不区分农场动物和伴侣动物。动物伦理价值观的这种特定组合与弹性素食主义者和素食主义者的比例显著高于平均水平有关。因此，这项研究有助于更深入地了解现有的动物伦理价值观及其与饮食选择的联系。
For a sustainable diet, especially with regard to animal welfare, human health, and environmental issues, a significant reduction in the consumption of animal source foods is essential. The most frequently reported motivations for a meat-reduced or meat-free diet are ethical concerns about animal welfare. This study realizes one of the first consumer segmentations in the context of the human-animal relationship based on domain-specific values; animal ethics. Such a consumer segmentation is relatively stable over time and encompasses the issue of the human-animal relationship in its entirety without limiting itself to a specific question. Based on a comprehensive consumer survey in Germany and by means of a three-step cluster analysis, five consumer segments characterized by different animal-ethical value profiles were defined. A subsequent analysis revealed a link between animal ethics and diet. As a key result, relationism as an animal-ethical position seems to play a key role in the choice of a sustainable diet. About a quarter of the population is characterized by a combination of animal welfare-oriented ethical positions with a clear rejection of relationism, i.e., they do not distinguish between farm animals and companion animals. This specific combination of animal-ethical values is associated with a significantly above-average proportion of flexitarians and vegetarians. Thus, the study contributes to a deeper understanding of existing animal-ethical values and their link to the choice of diet.