Abstract
The aim of this study was to evaluate if and how the perception of animal welfare by Italian consumers and their purchasing behavior of animal-friendly foods have evolved in recent years. The research was carried out through a survey on a representative sample of Italian consumers (n=969). Responses showed that 69% of consumers declared to pay attention to animal welfare at time of purchasing, and they mostly acquired information about animal welfare through the mass media. In accordance with previous surveys, the categories perceived as having the highest welfare level were fish and dairy cows, whereas the lowest welfare level was attributed to broilers and pigs. Compared to previous surveys, Italian consumers seem to have improved their knowledge about the legislation on animal protection and increased their interest toward animal welfare issues. However, they still find it difficult to identify animalfriendly labels, together with a lack of knowledge about non-conventional (e.g. extensive and organic) farming systems.