Can voluntary standards improve sustainability and welfare in the UK lamb sector? A survey analysis situated in the institutional context

Purpose This study aims to analyse the potential and limitations of voluntary standards to improve environmental sustainability and welfare in the UK lamb sector. It addresses the following questions: (1) How do consumers value climate and animal welfare standards and related labels for UK lamb? (2) To what extent can existing and hypothetical voluntary standards promote sustainability (including animal welfare) in the UK lamb sector? Design/methodology/approach A framework based on institutional economics theory was used to conceptualise voluntary standards governance. A representative sample of 502 UK lamb consumers answered a survey including an attitudes questionnaire and a discrete choice experiment involving lamb products with labels indicating greenhouse gas emissions reduction, animal welfare, origin and quality. The survey was complemented with a rapid review of literature and institutional documents. Findings The potential of voluntary standards to promote sustainability in the UK lamb sector is limited by polarised beliefs around climate, which are associated with meat and food-related attitudes; limited credibility of welfare and environment-related labels and the presence of a substantial segment of consumers who are willing to pay for premium products over public goods. Supportive factors include a majority of consumers who, although price conscious, are willing to pay for public goods and a substantial share of consumers who are highly motivated about animal welfare. Originality/value This is the first study exploring the attitudes of different consumer segments towards welfare and climate-related labelling in UK lamb products in the context of voluntary standards governance and sector-specific challenges, drawing actionable insights for sustainability promotion.