Virtual Quant Marketing Seminar - Anita Rao
Animal Welfare Labels and Consumer Demand
Dear All,
Our first Virtual Quant Marketing Seminar for the semester is on Monday, September 16 at Noon ET. The speaker will be Anita Rao (Georgetown).
The zoom link for all the talks is below, note that this is a new link: https://upenn.zoom.us/j/93394346729?pwd=SoVXVesbltpYbQxo9tbbPF6YgopDl3.1
Title: Animal Welfare Labels and Consumer Demand (joint with Marco J.W. Kotschedoff, Max J. Pachali)
Abstract:Consumers are increasingly expressing their concerns over animal welfare standards in agricultural food production. However, little is known on whether consumers would actually change their purchase behavior if presented with accurate information on the conditions under which animals are raised. This paper examines consumer responses to a sector-wide voluntary introduction of animal welfare labels on fresh meat products in the German grocery retailing sector. The authors exploit the quasi-experimental variation in consumers' exposure to the label to measure the impact on (i) choices of meat labeled with the highest animal welfare standard, and (ii) the change in the willingness to pay for meat associated with the highest animal welfare standard. This study reveals a noteworthy impact of the animal-welfare-label introduction. The authors find the share of households' meat purchases with the highest animal welfare standards goes up by 2.19 percentage points and the willingness to pay increases by 0.31 (EUR/500g) for the average German household after the label introduction. Examining heterogeneity across different demographic groups, the authors further find the younger generations show the strongest response to the animal welfare labels.
The schedule for the rest of the semester is:
Monday, September 23, Noon ET - Bowen Lou (Houston)
Monday, September 30, Noon ET - Sarah Moshary (UC Berkeley)
Monday, October 14, Noon ET - Walter Zhang (UPenn)
Monday, October 28, Noon ET - George Gui (Columbia)
Monday, November 4, Noon ET - Justin Grimmer (Stanford)
Monday, November 11, Noon ET - Soheil Ghili (Yale)
Monday, December 2, Noon ET - Davide Proserpio (USC)
We encourage you to use our google calendar to keep track of the talks.