This thesis presents results from a qualitative research project on public perception of animal welfare and meat quality related to the pig industry in Denmark, Sweden and England. The aim is to deepen our understanding of people’s role in pig welfare management in order to shed some light on the barriers and potential for a market-driven pig welfare strategy. Firstly, overall, it was found that animal welfare is perceived both as a quality in itself and as an attribute with links to other important meat quality attributes. Secondly, it was found that public concerns about pig welfare vary, depending on whether they relate to an everyday or production context. Furthermore, some interesting national differences emerged, pointing at the need for more than one marketing strategy if pig welfare is to be supported through consumer demand.
Overall, this thesis contributes with important findings relevant to the well-known gap between the attitudes of the citizen and actions of the consumer