1. The differential valuation of farm animal welfare benefits Ariane Kehlbacher, R.M. Bennett, K.G. Balcombe University of Reading, UK Funding provided by the Economic and Social Research Council and the Department of Environment, Food and Rural Affairs, UK

2. Background Public concern about farm animal welfare Consumers Society What are the benefits of farm animal welfare improvements? 1) different species 2) value different levels of animal welfare improvement 3) consumer benefits and benefits to society

3. Aim To value improvements in the welfare of different farm animal species, with particular consideration of consumer benefits and benefits to society in general.

4. Welfare score Welfare Quality  Index Welfare Quality  Index combines on-farm welfare assessment with a product label classifies farms into four welfare classes

5. Welfare score in this study beef cattle, pigs, broiler chicken Welfare Quality® IndexWelfare score Welfare class 381-100 Welfare class 261-80 Welfare class 141-60 Welfare class 00-40

7. Choice experiment - meat AttributeLevels Beef40, 50, 60, 70, 90 Pork40, 50, 60, 70, 90 Chicken40, 50, 60, 70, 90 Increase in monthly meat expenditure (£) 0, 6, 8, 12, 16, 24 consumer benefits

8. Choice card – meat 6 choice sets Which attributes did you consider?

9. Choice experiment – welfare legislation AttributeLevels Beef cattle welfare40, 50, 60, 70, 90 Pig welfare40, 50, 60, 70, 90 Broiler chicken welfare40, 50, 60, 70, 90 Increase in annual tax (£)0, 70, 110, 150, 190, 240 consumer benefits + social animal welfare benefits

10. Choice card – welfare legislation 6 choice sets 6 choice sets Which attributes did you consider? Which attributes did you consider?

11. Data collection 5 questionnaire versions phone-mail/email-phone (n = 301) stratified according to SEG and age response rate 12%

12. Model Specification Indirect utility function Utility function random parameters

13. Results (n=282) (n=291)

14. WTP estimates  Meat  Welfare legislation AttributeIncrease in annual meat expenditure for a 10 pt welfare increase (£) Beef60.00 Pork42.00 Chicken50.40 AttributeIncrease in annual tax for a 10 pt welfare increase (£) Beef cattle welfare26.20 Pig welfare19.20 Chicken welfare17.80

15. Discussion WTP legislation < WTP meat Possible reasons PV bias “I object to paying more tax”, 25% strongly agree, 15% agree lost option value consumers’ freedom of choice = public good  WTP legislation = consumption benefits + social animal welfare benefits - freedom of choice  WTP meat = consumption benefits Interpretation of the valuation scenario  did not consider consumer benefits

16. Conclusion welfare score is a useful concept in the valuation of farm animal welfare improving beef cattle welfare yields the largest benefits benefits to consumers exceed benefits to society in general policy makers should consider the introduction of a welfare labelling scheme before introducing any further legislation