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The effects of consumer attitudes and behaviour on the red meat and livestock industries

Project start date: 01 June 2005
Project end date: 04 September 2006
Publication date: 01 June 2006
Livestock species: Sheep, Goat, Lamb, Grassfed cattle, Grainfed cattle
Relevant regions: National
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This study examined industry-specific and general public attitudes toward animal welfare, health, and environmental issues in the red meat industry to determine the importance of these attitudes for consumer behaviours (i.e. red meat purchasing), and community behaviours (e.g. petitioning, lobbying politicians).  

It was found that, while welfare issues predict consumer behaviour slightly, they strongly predict other community behaviours, such as the likelihood of making donations to welfare organisations in support of, or opposition to, livestock practices. Industry should use this information to brief regulators, legislators and the community on the state the livestock industries and provide education to the community from early school age onwards about food sources, current best practice, proposed industry improvements in practice and the role of the livestock industries in providing economical and quality food for the community.

More information

Project manager: Johann Schroder
Contact email:
Primary researcher: Monash University