The literature presents a broad approach to Corporate Social Responsibility, which aggregates a diversity of issues, such as the environment, labor conditions, and human rights. We addressed the impact of increasing CSR demands during the internationalization of emerging market multinationals on one particular subject, animal welfare. This subject raises important ethical concerns, especially as we understand that animals are sentient beings. Through content analysis of annual reports, we tracked the evolution of AW-CSR activities throughout the internationalization of two large Brazilian (...) meat-processing multinationals as they accessed markets with complex AW regulations. We also synthetized findings on broiler chicken on-farm AW research in Brazil and conducted interviews to gauge the impact of CSR standards on animals. Our findings show that, although EMNs that enter developed markets engage with various standards, the impacts of standard enforcement on actual welfare are not straightforward and call for broader AW and animal ethics developments. Uneven results among AW criteria indicate that some aspects are prioritized over others. Furthermore, some actions of actors such as EMNs and low-tier suppliers seem to counterbalance the expected impact of normative pressures to change the lives of animals for the better. We conclude that AW standards may improve AW in emerging markets; but these standards do not appear to be sufficiently stringent, and require improvements to have a more significant positive impact. A major signal emerging from this research is the fundamental need to broaden the animal ethics debate regarding the use of animals to produce meat. (shrink)

Although most people still behave like happy meat eaters, there are good reasons to think that many are in fact ambivalent about meat. Following up on earlier findings, in this paper we describe how, in focus groups, cultured meat triggered much discussion about meat, especially among older people. While young people wondered whether they would eat cultured meat products, older people thought about diet changes in a historical perspective and wondered if and how cultured meat might become a societal success. (...) Beneath the surface of everyday behavior, in which they followed mainstream norms, many of our research participants harbored moral concerns and in various ways expressed an interest in collective change. Reflecting on the focus group discussions, we suggest, first, that appreciating the important role of ambivalence in processes of moral change requires rethinking relations between ambivalence and morality. Second, the entanglement of ambivalence with ambiguity increases the “fluidity” of such processes of change: when it is no longer clear what exactly meat is, the meanings and experiences of eating it also become unsettled. This has implications for thinking about morality in times of change. Studying consumer choices cannot do justice to processes of ambivalence and ambiguity below the surface of behavior. More generally, the idea that morality resides in making up our minds about clear moral choices gives way to the need to become skilled, collectively as well as individually, in dealing imaginatively with ambivalence and ambiguity. (shrink)