The consumption patterns of university students hold the power to significantly influence market trends. This study illuminates the escalating emphasis on animal welfare in these students' purchasing choices, specifically concerning milk products. Utilizing a discrete choice experiment, we identified a pronounced preference among students for milk products with animal welfare certifications. Students were segmented into three categories based on their motivations: "Quality-Oriented" (20.55%), "Emotionally Intuitive" (30.67%), and "Quality-Emotion Balanced" (48.77%). The "Emotionally Intuitive" group manifested the most robust inclination toward such certifications. Based on these findings, we recommend tailored market strategies targeting these distinct segments. Moreover, our findings emphasize the importance of intensifying animal welfare education, shaping a market aligned with animal welfare principles, and fostering a broader societal environment attuned to animal welfare.
Keywords: animal welfare; consumption preferences; discrete choice experiment; milk; university students.