Resumo

Animal Welfare (AW) is a quite relevant matter for several knowledge areas once there are specific technical and business involved interests able to be answered through scientific research (Yeates, 2017; Vanhonacker et al., 2012). Its discussion regarding the relationship involving animals’ protection societal concern and livestock production costs under the consumer behavior perspective was chosen to be this study main object. In such a context, this study alludes to the Theory of PlanPlanned Behavior to test Fortaleza inhabitant’s intention to purchase animal welfare raising chicken eggs.

Based on the previous information, this article points outs to comprehend the consumption intention regarding farm AW products as to identify how goods, which target the AW production rules would be received by the customers. In this context, the following research question is proposed: in which extent costumers intend to consume farm AW products?

Aiming at performing such a study, two theoretical lenses were chosen: Farm Animal Welfare writings and TBP (Theory of Planned Behavior). Whilst the former targets enlightening the literature whose focus is to organize the animals handling adjust settlements so as to warrant them the conditions sentient creatures have rights, the latter helps to frame consumption behavior and its outlines into a classical approach.

The methodological purpose adopted in this work can be understood from the social sciences scientific methodology classical deployment. As to nature, it is a quantitative approach research. Respectively, the collection and analyses techniques are survey and SEM (Structural Equations Modeling). The survey goal is apprehending the sample configuration regarding TBP model in order to measure the TPB framework features, namely, Atittudes, Subjective Norms, Perceived Behavioral Control and Behavior Intentions about AW consumption. The survey questionnaire has been found in an Italian study.

Taking into account a seven points scale was used, three out of the four constructs reached around score six, which betokens a high standard performance for attitudes, perceived behavioral control and consumption intention. Herein AW raising chicken consumption is 66,8% explained through the TCP model and specially by the attitudes construct (61,6%). PBC even having had a strong average square explains only 2,22% the intention behavior and Subjective Norms that had shown a lesser importance in respondent’s opinion enlightens 1,76%.

For a sample mostly masculine, married, between 25 and 46 years old, Catholic and whose household budget overcomes five Brazilian minimum wages, a high consumption intention was found when asked about purchasing eggs of chickens raised under animal welfare regulation. More than two thirds of this inclination is explained mostly by attitudes regarding a future consumption experience, which according to the respondents would be useful, positive, intelligent and interessant.

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