The share of cattle grazing on grassland is decreasing in many European
countries. While the production costs of intensive stall-based beef and
dairy systems are usually lower per kg product, grazing-based systems
provide more ecosystem services that are valued by consumers. Innovative
grazing systems that apply virtual fencing technology can improve
animal welfare, optimize grassland use as pasture, and contribute to
biodiversity conservation. Although consumer demand for pasture-raised
products could promote animal-friendly practices, consumer perception of
virtual fencing remains unknown. To address this gap in research, this
study developed information brochures with different lines of
argumentation and tested the responses of German consumers using
concurrent think aloud protocols. The results demonstrated ambivalence
in consumers' attitudes to virtual fencing. The participants supported
the idea of cattle pasturing to promote animal welfare and foster
biodiversity declaring a willingness to contribute not only by paying
price premiums for pasture-raised products but also through seeking
other possibilities of action and participation. However, participants
raised concerns about the effects on animal welfare and the social
ramifications of the technology. The study offers recommendations for
addressing these issues in communication and further contributes to the
understanding of consumers' perceptions of innovation in animal
production.