Use of “demonstration farm” videos to affect attitude change toward animal welfare on beef, egg, and fish farms in China

Abstract

“Demonstration farms” can disseminate knowledge on farming practices and help to promote animal welfare. When on-farm visits are impractical, remote demonstrations are a feasible alternative. This study used videos of higher welfare beef, fish and free-range egg farms in China. It aimed to determine whether the videos affected attitudes and intentions toward animal welfare and whether such videos are useful training tools. Participants indicated a high acceptability of demonstration farm videos for learning about their industry and the needs of animals. Videos shifted participant attitudes toward animal welfare, but only when actively engaged in rating the farm on specific characteristics. Attitude changes suggested participants gained a greater understanding of animal welfare, a greater intention to improve on-farm welfare, and more confidence in peer support for welfare innovations after viewing the video. The findings indicate videos of demonstration farms are useful for remote training but passive viewing may be insufficient to create change, and outcomes should be monitored for success.