Knowledge of Animal Welfare and Consumers’ Behavioral Intentions in China: A Moderated Mediation Model of Product Cognition and Empathy

SIMPLE SUMMARY: In this study, consumer perceptions of animal welfare have been assessed. The results can strongly support the development of policies and legislation regarding animal-friendly production. In China, the demand for animal-friendly products is increasing, but so far, the research on the relationship between the knowledge of animal welfare and animal-friendly consuming intentions is limited. The objective of this study was to examine the impact of the knowledge of animal welfare on consumers’ behavioral intentions and its mechanism. The survey covered 1499 food consumers in Guangdong province, China. Our empirical results suggest that increasing knowledge of animal welfare is significantly positive for the intention of animal-friendly products consumption. Furthermore, empathy moderates the indirect effect between animal-friendly product cognition and the behavioral intention both to purchase and recommend. ABSTRACT: As purchase power and consumption knowledge increase, consumers gradually demand safer and healthier products. Animal welfare is expected to be an important attribute of high-end food in the future and a major concern for the high-quality development of the livestock industry. The objective was to shed new light on our understanding of consumers’ perceptions and behavioral intentions toward animal-friendly food. Using sample data of 1499 food consumers in Guangdong province, China, this study explored the role of product cognition and empathy in the relationship between consumers’ knowledge and behavioral intentions. Results indicate that knowledge of animal welfare significantly influences consumers’ behavioral intentions, and there is a mediating effect on cognition. Meanwhile, empathy moderates the relationship between product cognition and consumers’ intentions to purchase or recommend animal-friendly products. Improving consumers’ knowledge of animal welfare and cognitive levels of animal-friendly products may contribute to promoting animal-friendly product consumption and sustainable development of the livestock industry.