Human Behaviour and Attitudes

Human relationships with non‑human animals are often shaped by a tension between stated values and everyday practices. While many people express concern for animals, practices such as industrialised farming and persistently low welfare standards remain widespread. Understanding this gap requires insights from psychology and behavioural science.

This research priority examines how people perceive, value and relate to non‑human animals across different contexts. Our work explores emerging developments - such as the production and public reception of cultivated meat - to better understand how new technologies are interpreted by consumers, producers and pet-owners. By studying attitudes, decision‑making and communication, our researchers aim to improve understanding of how policies, products and messages can better align real‑world practices with widely held concerns about animal welfare.