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Most consumers respond with scepticism or hostility when asked directly about factory farming, based on their associations of cruelty to animals. Most people say to be willing to pay higher prices for meat if livestock is held in a more animal-friendly way. This however does not translate into consumer decisions: around 98% of the meat comes from large scale livestock farming. Why? Which living conditions have to be guaranteed to animals? Is it right to eat animals? And how can customers take more responsibility?

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