When we reach for a pack of chicken in the supermarket, we rarely know how the animal was actually raised. Was it crammed into a large industrial barn without natural light? Did it have access to outdoor space and the ability to express natural behaviours? Or did it grow so quickly that its weight caused its own bones to break?
This lack of consumer awareness about the real conditions of animal farming is a major issue – and one that became the focus of Kateřina Matýšková’s thesis. Her research examined whether Czech consumers consider ethics when buying chicken, and whether information about the farming method shown on the packaging would influence their choices.
The study, conducted with support from the research agency Nielsen Admosphere, involved over 400 respondents from across the Czech Republic. Using a method called conjoint analysis – which simulates real-life purchasing decisions – it explored how much farming method (intensive, higher welfare, or organic), price, and origin (Czech or foreign) affect consumer preferences.
The result? When consumers understand the differences between farming methods, the method of rearing becomes the most important factor in their decision-making – more important than price or country of origin. Chicken from higher welfare farms earned the highest level of trust across all respondent groups.
The conclusion is clear: when people have access to relevant information, they tend to make more ethical choices. The research highlights the importance of transparent labelling and consumer education – and shows that ethics can matter just as much as price when it comes to food shopping.
We would like to thank Nielsen Admosphere for supporting the student.
Can simple visual cues influence our everyday decisions? At the Faculty of Economics and Administration at Masaryk University, we explored whether motivational posters and stickers could encourage students and staff to choose the stairs more often instead of the elevator.
ECON MUNI offers many unique opportunities to connect studies with practice. In the spring of last year and this year, students had the opportunity to attend a course where they experienced what it is like to work on a project commissioned by the global cosmetics brand Yves Rocher. The best of the first round won a week's stay in Cagliari, Italy. Petra Cendelínová, a student of business economics and management, took part in the competition.
