The Impact of a Negative Media Event on Public Attitudes Towards Animal Welfare in the Red Meat Industry
Maxine Rice, Lauren M Hemsworth, Paul H Hemsworth, Grahame J Coleman
Animals | MDPI | Published : 2020
Public perception of livestock industries and consumer trust in farmers can affect consumer behaviour and impact on social license to farm. Coincidental with a large random telephone survey of Australian public attitudes and behaviour towards the red meat industry, a media campaign exposing animal cruelty in live export of sheep by sea, occurred. Data collected from the nationwide survey of the public attitudes immediately before (n = 278 respondents) and after (n = 224 respondents) this media campaign was utilised in the present study to examine the effects of the media campaign on the public. In general, respondents' attitudes towards the red meat industry were positive. Independent t-test..View full abstract
This research was funded by Meat and Livestock Australia and the University of Melbourne.