How can the requirements of society be integrated into possible processes of change? Confrontation of consumers with conflicts of objective from pig farming

Abstract

Livestock farming is visibly attracting the interest of the general public and is accompanied by high consumer demands, which cannot, however, always be realised without a conflict. How consumers respond to potential conflicts of objective is largely unknown. Therefore, this article has examined how laypeople have handled selected conflicts of objective in pig farming. To this end, intensive guided interviews were conducted with 10 consumers in November 2015 in Gottingen with the method of "thinking aloud" and then analysed by means of a summary content analysis. The results show that the assessment and resolution of conflicts of objective is linked to personal previous experience, emotional feelings and the visual representation of facts, and is difficult for the consumers. The pros and cons presented for the facts are only included in the decision making if what is seen is new to the consumers. Animal welfare arguments have the greatest weight in the decision marking. An increased dissemination of information can lead to greater acceptance in some areas of livestock farming (e.g. keeping animals on slatted floors). It will be difficult to find reasons for the legitimacy of some systems (e.g. the farrowing crate). Here, it is possible that only a change of system may lead to increased acceptance.