Perceived consumer eectiveness is an important factor that determines the transformation ofethical intention to ethical behavior [27]. In this study, we used the degree to which a respondent agreed with the following statement: “Your personal support for animal welfare can solve the problem of farm animals being abused” to measure the extent to which a respondent believes that his or her eort could make a dierence. To measure respondent’s perceived consumer eectiveness, a dummy variable, denoted pce1, was used for the group of respondents who highly agreed with the statement. Similarly, a dummy variable, pce2, was used for the group of respondents who agreed with the statement. The reference group for dummy variables pce1 and pce2 is the group including the respondents whose agreement scores for the statement were 3, 4, and 5.