Shaping Consumer Perceptions of Sustainable Practices in Livestock Production Through Effective Communication Design

作者：Jianhui Liu, Bo Fan, John Lai, Bachir Kassas, Andrew Ropicki · 发表于：Agribusiness · 年份：2025 · DOI：10.1002/agr.70010 · 被引用次数：2 · 研究领域：Environmental Sustainability in Business、Agriculture Sustainability and Environmental Impact、Organic Food and Agriculture

ABSTRACT Greenhouse gas (GHG) emissions from livestock production are a major contributor to climate change, highlighting the urgent need for sustainable agricultural practices. Although consumer awareness is increasing, the impact of various communication strategies on preferences for environmental practices remains largely unexplored. This study examines consumer preferences for seven key environmental practices, using a Best‐Worst Scaling (BWS) experiment with 1264 US consumers. Three information treatments—Complex Scientific Language (CSL), Generic Terminology Language (GTL), and Comparative Analogy Language (CAL)—were designed to test how information framing affects consumer perceptions. Results show that all treatments increased the perceived importance of GHG emissions compared to a control group, with CAL being the most effective due to its use of relatable analogies. This study makes three contributions: (1) it evaluates the relative importance consumers place on environmental practices in meat production, (2) it demonstrates the impact of information framing on consumer perceptions, and (3) it provides actionable insights for designing effective communication strategies and environmental labels. By identifying effective ways to present environmental information, this study offers practical guidance for policymakers and agribusiness stakeholders to promote sustainable consumer choices and advance environmentally conscious practices in meat production.