Making animal welfare labelling more transparent – The potential of different information types from simple text to highly immersive stable tours via VR glasses

Intensive livestock production has been subject to increasing public criticism, including a demand for more animal-friendly housing systems and transparency. Since animal welfare is a credence attribute which cannot be evaluated on the product itself, recently various labels have been introduced to help consumers make purchasing decisions according to their animal welfare concerns. However, such labels need to be accompanied by adequate information to reveal full market power. Research on how animal welfare labels should be communicated to improve efficiency is scarce. The aim of our study is therefore to investigate the impact of different information types on the understanding and evaluation, willingness to buy (WTB) and willingness to pay (WTP) for an animal-friendly product. We used a quantitative research approach with four experimental groups (n = 200). Each group (n = 50) was presented with one of four information types that differed regarding their immersive and innovative character and all provided information about the main label criteria: group 1 received text only, group 2 text and stable pictures, group 3 text and a 360° stable video via tablet, group 4 text and a 360° stable video via virtual reality (VR) glasses. Regardless of information type, participants’ understanding of the label as well as their evaluation of animal welfare and acceptability of an exemplary stable presented improved after information was given. Furthermore, providing information positively influenced the WTB and WTP. Regarding user experience, stable insights via VR glasses were particularly appreciated, even though more simpler types were considered more favourable in terms of the usage at the point of sale (POS). We conclude that various information types can be promising to communicate certain label criteria. Both higher immersive and innovative as well as more simple information types help to make animal welfare efforts more appreciated and support consumers in decision making.