Book Chapter

The role of the ideology of animal welfare in the consumption and marketing of animal-origin products

N Pendergrast, S McGrath

Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption | Published : 2018


This chapter investigates the dominance of the animal welfare ideology and the role it plays in the widespread consumption of animal-origin products. Animal welfare ideology promotes the humane use and slaughter of non-human animals. This chapter includes a literature review on the dominance of the animal welfare perspective. It also analyses how this ideology is reflected and promoted in the marketing of animal-origin products. This is done by exploring the packaging and advertising of the company Harvey Fresh as well as the role of the accreditation of the government-funded non-profit organisation the Royal Society for the Prevention of Cruelty to Animals (RSPCA) in Australia. Their market..

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