Increased public concerns about animal welfare have spurred new regulations to improve animals' treatment and living conditions. We study how these regulations affect firms' product offerings, prices, and profits. We consider two competing animal agriculture supply chains, each consisting of a supplier and a buyer. New regulations require firms to choose between offering humane or organic products, which are differentiated by animals' living conditions. We find that consumers' growing awareness of animal welfare encourages firms to offer organic products, which require the highest standards for animals' living conditions. We also show that tightening humane product standards and loosening organic product standards encourage firms to offer organic products-but with distinct pricing implications. The former leads to higher retail prices whereas the latter may lower retail prices. Depending on costs and consumers' awareness of animal welfare, a humane product may be priced higher or lower than an organic product. Furthermore, we provide conditions under which a regulator should offer a unit-cost or an investment cost subsidy to improve social welfare. We show that subsidies can encourage firms to change from offering humane to organic products, or vice versa, to enhance total social welfare.
KEYWORDSanimal agriculture, animal welfare regulation, product design, supply chain 1 the United States' laying hen flock was cage-free, up from 9.8% in 2016 (CIWF, 2019a;CIWF, 2019b).These measures also generated three categories of products in the animal agriculture industry-conventional, humane, and organic-differentiated by the animals' living conditions. Conventional products come from animals raised in factory farms, which is the dominant form of animal agriculture in the United States (Foer, 2009). Factory farms closely confine a large number of animals for maximum land usage and productivity (e.g., chicken battery cages, pig gestation crates, veal crates). The economic benefit, however, comes at the expense of a poor living environment for the animal, more water and air pollution, and greater food safety risk for consumers (Smith, 2017). Humane products come from animals living in an improved environment. For example, nine U.S. states have banned gestation crates for sows, a move Canada also made in 2015 (Patton, 2015). That same year,