Alternatives to culling male chicks – the consumer perspective

Purpose The purpose of this paper is to investigate consumer preferences for boxes of eggs which are produced without the culling of male layer-type chicks in layer hen production and, furthermore, to investigate consumer preferences for labels from different certifying bodies. Design/methodology/approach An online survey including a discrete choice experiment was conducted among 526 German consumers in 2018 and early 2019. Mixed logit models in preference and willingness to pay (WTP) space were estimated. Findings The preferred alternative is gender determination of incubated eggs, but also dual-use (DU) poultry with free-range rearing of cockerels was approved. Labels from public authorities and the Animal Protection Organisation were highly approved. In contrast, retailers were not considered suitable for the certification of production claims. Research limitations/implications A hypothetical setting was employed. A revealed preferences approach is suggested for future research. Practical implications Evidence for a wide approval of in ovo gender determination was found. Free-range rearing of cockerels was the most promising for the marketing of DU poultry products. Furthermore, public authorities and well-established third parties should engage in the field of animal welfare labelling. Originality/value This is the first study focussing on preferences and WTP for alternatives to chick culling, which will soon be available on the market, and for institutions certifying production claims. Findings help political decision makers, when looking for alternatives to the culling of day-old chicks, which are considered more acceptable by the public.