Preference for animal welfare products: The effect of power and animal anthropomorphism

Animal welfare is increasingly attracting attention from both consumers and companies, making it crucial for academics to study the motivations behind consumers’ choices of animal welfare products, which we define as products produced with consideration for the welfare of animals in supply chains. The current research demonstrates that high- (vs. low-) power consumers prefer animal welfare products due to their greater perceived responsibility toward vulnerable and powerless victims (e.g., animals in supply chains). However, when animals are anthropomorphized, low- (vs. high-) power consumers show a greater preference for such products. This reversal happens because high- and low-power consumers no longer differ in their perceived responsibility, as anthropomorphized entities are deemed more autonomous and capable. Conversely, low- (vs. high-) power consumers feel more connected to anthropomorphized animals due to their motives to bond with social targets. This research provides managerial implications to practitioners who wish to promote animal welfare products.