Conceptualising welfare friendly consumption

The purpose of one of our work packages was to develop a conceptual framework for analysing consumer concerns and practices relevant for the demand and distribution of animal friendly products under different circumstances. Large variations between countries have been observed and it has been important to develop tools that can catch the complexities of consumption and its social and institutional frames. The different approaches presented in the report (ethical, socio-cultural, political science, economic, marketing and sociological) provide a wide set of dimensions for understanding variations and change.

Ethical considerations have a fundamental influence on the responsibility for animals’ living conditions and our use of animals for food. Tensions and changes in relation to animal welfare may therefore be framed in terms of ethical dilemmas and value conflicts. Others emphasise classificatory ambivalences and uncertainties associated with the modernisation of food production and consumption. Both are seen as embedded in social practices and processes. The consumer study builds on comparative analyses of national variations in the social handling of such dilemmas and ambivalences. Explanations are sought in the structure of food provisioning systems, political culture, the structure of the household institution, gastronomic culture, as well as norms, standards and knowledge systems regarding how animals should be treated.

A key notion seems to be what can be termed “institutionalised responsibilities”, that is; who can be expected to do what for animal welfare within a certain institutional setting. It must be emphasised that consumer agency and practices are not influenced only by norms and expectations regarding who “ought” to take responsibility, but also by the actual performance and trustworthiness of other actors, especially of those in direct control, the various market actors and the authorities.

Contemporary systems of food production and distribution have been characterised as moving towards increasing complexity, dynamic, and market actor dominance, on the one hand, and standardisation and institutionalisation of relations (in terms of information, contracts, monitoring, responsibilities, etc.), on the other. Basic categorisations of food and evaluations of risks as well as interpretations of symbols and social distinctions seem to be affected. The consumer role has become more important but also more complex and demanding. People’s involvement in animal welfare issues must, however, also be analysed as a question of social mobilisation. Political culture and political institutions has led to new forms of political participation and mobilisation – characterised as “individualised collective action”, as reflected for example in particular consumption practices. Consumer agency and involvement may as well represent a voice of protest and distrust towards other actors.

In addition, one cannot forget that food consumption is a matter of everyday routines, as influenced by available products and information, the social and institutional frames of the households, as well as normative and cultural references.

Unni Kjærnes and Ingrid Kjørstad
The National Institute for Consumer Research, Norway