Fattening Pig Farmers’ Intention to Participate in Animal Welfare Programs

SIMPLE SUMMARY: The demand for products with higher farm animal welfare (FAW) standards is increasing within the European Union. In response, representatives from agricultural associations, the slaughtering industry and food retailing started the industry solution Initiative Animal Welfare (IAW) in 2015 with the aim of establishing higher FAW standards on a broad basis in both poultry and pig production in Germany. In contrast to other available animal welfare programs (AWPs), the IAW receives considerable support from farmers and enjoys a large number of participants. This article focuses on the question why the IAW is gaining positive resonance among German livestock farmers. Applying partial least squares path modeling to analyze the determinants of farmers’ intention to participate in the IAW, we found that the determinants performance expectancy, social influence, facilitating conditions, hedonic motivation, price value, trust and experiences with the IAW have a significant influence on the behavioral intention to participate in the IAW program. It is shown that the farmers’ hedonic motivation has the greatest impact on participation. The prospect of improving the image of pig fattening and the economic incentive motivate many farmers to participate. Additionally, many farmers confirmed that they enjoy providing a more superior welfare status to their pigs. The social determinant was also identified as a strong influencing factor. The results suggest that participation in AWPs could be improved by appropriate remuneration and measures promoting farmers’ intrinsic motivation to engage in AWPs. ABSTRACT: Farmers are considered a highly important stakeholder group for the successful implementation of higher farm animal welfare (FAW) standards, but so far little is known about their attitudes and the determinants of their participation in programs that request higher FAW standards. To close this research gap, fattening pig farmers in Germany were questioned via a large-scale online survey in 2018 (n = 239). Based on the Unified Theory of Acceptance and Use of Technology, a partial least squares path modeling (PLS) was run. Results show that the expected performance as well as the expected costs associated with the Initiative Animal Welfare (IAW) substantially influence fattening pig farmers’ behavioral intention to participate in the IAW. Furthermore, the decision is influenced by social determinants and facilitating conditions such as deadweight effects. Farmers’ hedonic motivation, fair remuneration and previous experiences with the establishment of higher FAW standards can influence their intention to take part in the IAW. In addition, farmers’ trust in the program is a major determinant. There are also moderating variables such as age and work experience that influence farmers’ intention to take part in the IAW. Our results have important managerial implications for the IAW and can help to design further tailor-made animal welfare programs (AWPs) that fulfill the requirements of both fattening pig farmers and the broader public not only in Germany but the European Union.