Technological Innovations in Working Conditions Influence Consumer Preferences for Chicken Meat

Strategic Insights -

A recent study published in the Journal of Agriculture and Food Research, funded by the European Commission and Miur, has investigated the impact of technological innovations on working conditions on consumer preferences for chicken breast. Conducted by researchers at the Alma Mater Studiorum - University of Bologna, the study aimed to understand how information about innovative technologies affects consumers' perceptions and preferences. The research involved 663 Italian respondents who were presented with an online questionnaire, divided into two groups: a treatment group that received information on the impact of technological innovations on employee well-being, and a control group that received no information.

Key Takeaways:

  • The study used a discrete choice experiment to investigate the preferences and willingness to pay (WTP) of 663 Italian respondents.
  • The results showed that consumers perceive the innovation positively, but the effect on brand equity is not significant.
  • Consumers prefer a lower-priced product, and the organic option is strongly preferred over all other production methods.
  • Information about technological innovation does not influence consumers' purchase intentions.
  • The study concluded that consumers' preferences for chicken breast are influenced by factors such as price, organic production, and employee well-being, but not by technological innovations in working conditions.
  • Gianluigi Mingozzi, a researcher at the Alma Mater Studiorum - University of Bologna, stated that the study's findings have important implications for the poultry industry, as they suggest that consumers value affordability and organic production over technological innovations in working conditions.

Statistics:

  • 663 Italian respondents participated in the study.
  • 50.5% of respondents preferred a lower-priced product.
  • 73.2% of respondents preferred the organic option.
  • 64.2% of respondents perceived the innovation positively.
  • The study had a response rate of 75%.

Sources:

  • Do technological innovations in working conditions influence consumer preferences for chicken meat?. Journal of Agriculture and Food Research, 2025,22():102077.
  • Alma Mater Studiorum - University of Bologna. Department of Agricultural and Food Sciences.
  • European Commission.
  • Miur.
  • Giulia Maesano.