|dc.description.abstract||Animal welfare in the poultry industry has in recent times been much debated in
media in Norway. However, the debate typically overlooks how animal welfare
may be negatively correlated with environmental concerns. In this thesis we study
how morally conflicting tradeoffs impacts consumer choice difficulty and
We conduct an experiment through an online questionnaire, where we check for
between group differences using a One-Way Analysis of Variance and Fisher’s
Least Significant Difference post hoc test. By using a prime, the questionnaire
aims to measure; purchase intention, level of concern after being primed, ranking
of important attributes, experienced choice difficulty and demographics.
The results show that priming has a positive effect on how subjects rank their
level of concern and importance of the topic. When it comes to purchase intention
and choice difficulty, however, there were no significant effects.
This thesis suggests an analysis, which is aimed at closing a gap in previous
literature, while also contributing to the field of consumer behavior. Finally, we
present managerial implications.||nb_NO