Participants were willing to pay 22 percent less for a six-ounce package of the factory farmed jerky compared to the humanely farmed jerky and consumed 8 percent less as well, showing, the researchers wrote, “that implicit consumption behavior was also influenced by beliefs.”
On the other hand, Josh passes along this article by James McWilliams pointing out that price is a far more important driver in decisions than ethics (perhaps a companion piece to this).
[E]thical hand wringing over the morality of eating meat may be more sound and fury than Sturm and Drang.One possible take-away from these articles is that we should play to what Americans already believe, and harp on "factory farmed" instead of spending so much time and energy going after "humane" (based on my Facebook feed, you would think that 90% of Americans only eat "humane" meat).
And, of course, we should be supporting any and all efforts to drive up the price of meat, especially chicken and eggs, as well as efforts to undercut animal products with plant-based products. The bottom line must be how many animals suffer and die, not how many people think just like us, and economics is clearly the main driver at this time.
In addition, you won't be surprised to know that I believe all advocates should be considering harm-reduction advocacy instead of ideology-driven sound-and-fury-based advocacy.