Altruism and anti-anthropocentrism shape individual choice intentions for pro-environmental and ethical meat credence attributes

Food consumption patterns are changing as consumers are becoming more aware and interested in sustainable and ethical food production practices. The growing disconnect between primary (livestock) agriculture and society reinforces the importance of research examining the motivations behind consumer purchase behaviors. However, evidence that links latent consumer psychometric factors and observed heterogeneity in concerns for agriculture to individual food purchase intentions remains scarce. We employ large-scale survey data and an advanced Structural Equation Modelling approach to identify and estimate the direct and indirect effects of latent fundamental values and observed consumer characteristics on individuals’ attitudes and purchase intentions for certified humane (CH), organic, and non-hormone added labeled meat products. Our findings suggest that human values, including self-transcendence and openness to change, drive farm animal welfare concerns and individuals’ choices of certified meat products. Information and engagement in social media positively affect individuals’ perceptions and concerns for farm animal welfare. Individuals guided by altruistic and anti-anthropocentric norms are more oriented towards sustainable and ethical food shopping behaviors.