The study focused on Dutch broiler production. How- ever, the main findings also apply to other countries in which AW is of public concern (e.g., other EU coun- tries, United States, and Australia; Robins and Phillips,
2011) and in which farmers face a similar decision prob- lem (i.e., a choice of switching to an alternative produc- tion system or not; as explained in section 2, France and the United Kingdom have alternative production systems similar to the Dutch systems). In Western Eu- ropean countries, particularly Germany, Great Britain, Belgium, and France, several key issues are quite simi- lar to the Dutch situation. First, the specialized broiler production occurs in a pyramidal chain (Oosterkamp et al., 2011). Second, a similar demand structure of the market ranges from conventional to high-level organic with an expanding middle-market segment in between (Roex and Miele, 2005). Third, a similar approach is followed to improve AW, primarily through market- based incentives that foster the division of roles and responsibilities across the supply chain (for example, Great Britain; DEFRA, 2004).