Report On Egg Carton Study
Evaluates consumers’ perceptions relating to the United Egg Producers’ “Animal Care Certified” logo compared with egg cartons not displaying the logo, including definition of the term and impact on intent to purchase.
Participants of these intercept surveys were shown two egg cartons, one with the Animal Care Certified logo and one without.
After examining both cartons, respondents were most likely to purchase:
- Carton with the logo (32%)
- Carton without the logo (17%)
- Both (34%)
- Neither (5%)
- Not sure (13%)
The reasons for choosing to purchase the carton with the logo include:
- The eggs are better (10%)
- Because of the logo (9%)
- The animals are taken care of (5%)
- They’re the type I prefer (2%)
- They’re the same/no difference (1%)
- Just the packaging (1%)
- Other (3%)
- Not sure (1%)
The reasons for choosing to purchase the carton without the logo include:
- The eggs are better (4%)
- Just the packaging (3%)
- The animals are taken care of (2%)
- Because of the logo (1%)
- They’re the same/No diff (1%)
- They’re the type I prefer (1%)
- Other (2%)
- Not sure (0%)
The reasons given for choosing both:
- They’re the same/no diff (26%)
- The eggs are better (1%)
- They’re the type I prefer (0%)
- Other (2%)
- Not sure (4%)
The reasons given for choosing neither include:
- They’re the same/no diff (2%)
- They’re the type I prefer (1%)
- Other (1%)
- Not sure (1%)
The reasons given for being not sure include:
- They’re the same/no diff (7%)
- Not sure (3%)
3% of respondents were familiar with the AAC log, 79% were not, and 18% were unsure.
The ACC logo means:
- The animals are cared for (44%)
- Better/healthier eggs (17%)
- They are certified (6%)
- Other (9%)
- Nothing (13%)
- Not sure (11%)
The eggs which are more likely to have been laid by hens kept in cages:
- With logo (26%)
- Without logo (40%)
- No difference (11%)
- Don’t know (24%)
Which eggs are more likely to have been laid by free-range/free-roaming hens:
- With logo (46%)
- Without logo (19%)
- No difference (9%)
- Don’t know (27%)
Are you less or more likely to purchase eggs with the ACC logo?
- Less likely (7%)
- More likely (50%)
- No difference (25%)
- Don’t know (18%)
Why are you “less likely” to choose the eggs with the ACC logo?
- Better product (3%)
- Because of the logo (2%)
- I don’t know what the logo means (1%)
- Not sure (1%)
Why are you “more likely” to choose the eggs with the ACC logo?
- Animals are cared for (22%)
- A better product (21%)
- I don’t know what the logo means (1%)
- Because of the logo (1%)
- Doesn’t matter/no diff (1%)
- Other (3%)
- Not sure (2%)
Why is there “no difference” in the eggs with the logo and the eggs without?
- Doesn’t matter/no diff (14%)
- The price, (4%)
- Better product (2%)
- I don’t know what logo means (1%)
- Other (2%)
- Not sure (3%)