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Abstract

The practice of housing laying hens in cages is increasingly debated by scientists, policy makers, and the public due to animal welfare concerns. Cage-free systems are seen by some as favourable, as they provide hens with more freedom to express natural behaviours. Consumers play a key role in influencing the demand for cage-free eggs through their purchasing behaviours. In China, approximately 10% of eggs are produced in cage-free systems. The overall aim of my thesis was to understand the perspectives of Chinese consumers towards cage-free eggs by exploring how and why they purchase these products. To address this aim I used purposive sampling to recruit 19 participants who self-identified as purchasing cage-free eggs. A total of 46 interviews, ranging from 10 to 90 minutes, were conducted and 33 food diaries collected. I analyzed all data using reflexive thematic analysis. Participants considered cage-free eggs to be superior compared to conventionally produced eggs. Four themes were generated to capture the reasons and motivations driving cage-free egg purchasing behaviours: 1) pleasurable experience, 2) healthy lifestyle, 3) trustworthy product, and 4) economical purchase. Understanding the purchasing behaviours and priorities of consumers can inform strategies for marketing cage-free eggs and better communicate the concept of animal welfare to consumers through the language they understand.