This contingent valuation survey examines the stated demand for a farm animal welfare label in Germany. Demand is assessed in an individual and a collective decision framing. The collective decision framing has significant influence on stated demand and the probability to choose labelled meat products, indicating the possibility of free rider behavior by meat consumers. Furthermore, the study reveals that determinants for the choice of labelled meat vary across decision situation. For example, while normative demeanor is important in both frames, expected better taste is important in the individual purchase situation and income is important in the collective decision situation also after controlling for normative attitudes
