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

Animal welfare is a growing concern in dairy production, influencing consumer preferences and industry practices. While extensive research has been conducted in Europe and North America, limited data exist on consumers´ attitudes in Latin America, particularly Argentina. This study aimed to assess Argentine consumers' perceptions, knowledge, and preferences regarding dairy cow welfare in grazing and confined systems. An online survey was conducted among Argentine residents (n = 3,051), assessing sociodemographic characteristics, knowledge of animal welfare, perceptions of dairy production systems, and willingness to pay for animal welfare-certified products. Most respondents (99%) believed that cows feel pain, and 85% believed they have emotions. Most respondents (91%) agreed that pasture access improves animal welfare. A significant portion (70%) expressed willingness to pay a premium for animal welfare-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 considered animal welfare more frequently when buying animal-based products compared with men and those without an agricultural connection (p < 0.001). Consumers without a direct agricultural background were more likely to perceive confined systems negatively. Grazing systems were widely preferred, with respondents associating them with better welfare, healthier products, and environmental sustainability. Our findings indicate a consumer preference for pasture-based dairy systems in Argentina. These insights can help industry stakeholders refine their communication strategies and promote welfare-oriented production practices that better align with consumer expectations.