• Welfare of farm animals matters to consumers but it’s not a high priority.

• Consumers have faith in the marketing system to maintain animal welfare, but they also want more government regulations.

• Most consumers feel farmers should be compensated if forced to comply with increased animal welfare standards.

• And, through a series of direct and indirect questions, the study found consumers generally do not care about farm animals as much as they say they do.

That final conclusion is common in studies. Norwood noted, “People have a tendency to provide responses that make them look good.” He said he believes indirect questions in the study provided a better snapshot of true feelings.

For example, when participants were asked “Do you think low meat prices are more important than animal welfare?”, only 16 percent responded “yes.” But when the question was rephrased, “Does the average American believe low meat prices are more important than animal welfare?”, 68 percent answered “yes.”

The study found a similar discrepancy in responses when consumers were asked if food companies that require producers to adhere to specific animal welfare practices are doing the right thing.

When the question included the phrase “regardless of cost,” the amount of consumers who thought it was the right thing declined by nearly 20 percent. “People do consider cost when it comes to animal welfare,” Norwood concluded.

The vast majority of respondents also believe animals feel the same pain as humans. “No wonder people don’t like gestation crates or cages,” Norwood said. “They imagine how they would feel in those crates or cages and project those feelings on animals.”