Consumer perceptions, knowledge and preferences on animal welfare in grazing and confined dairy systems

Abstract

Animal welfare is a growing concern in dairy production, influencing consumer preferencesand industry practices. While extensive research has been conducted in Europe and NorthAmerica, limited data exist on consumers´ attitudes in Latin America, particularly Argentina.This study aimed to assess Argentine consumers’ perceptions, knowledge, and preferencesregarding dairy cow welfare in grazing and confined systems. An online survey was conductedamong Argentine residents (n = 3,051), assessing sociodemographic characteristics, knowledgeof animal welfare, perceptions of dairy production systems, and willingness to pay foranimal welfare-certified products. Most respondents (99%) believed that cows feel pain, and85% believed they have emotions. Most respondents (91%) agreed that pasture access improvesanimal welfare. A significant portion (70%) expressed willingness to pay a premium for animalwelfare-certified dairy products, with women (p < 0.001) and younger consumers (p < 0.001)showing higher interest. Women and respondents connected to the agricultural sector consideredanimal welfare more frequently when buying animal-based products compared withmen and those without an agricultural connection (p < 0.001). Consumers without a directagricultural background were more likely to perceive confined systems negatively. Grazing systemswere widely preferred, with respondents associating them with better welfare, healthierproducts, and environmental sustainability. Our findings indicate a consumer preference forpasture-based dairy systems in Argentina. These insights can help industry stakeholders refinetheir communication strategies and promote welfare-oriented production practices that betteralign with consumer expectations