Exploring consumer perceptions of animal welfare and the role of knowledge in intensive dairy cattle farming systems

Intensive livestock farming has played a central role in enhancing the productivity of modern agri-food systems but is increasingly scrutinized for its environmental and ethical implications, particularly regarding animal welfare. This study investigates how consumer knowledge, ethical values, and trust in the agri-food system influence perceptions of farm animal welfare, with a specific focus on intensive dairy cattle farming. Drawing on a survey of Italian consumers and using Partial Least Squares Structural Equation Modeling, this work aims to explore how knowledge of intensive farming practices, ethical beliefs, and trust in the agri-food system affect perceptions of farm animal welfare, with a specific focus on dairy cattle. By examining these factors, the research seeks to better understand the cognitive and attitudinal dimensions that shape consumers evaluations of welfare conditions in modern dairy production systems. Results show that higher empathy toward the agri-food system and trust are associated with more favorable FAW perceptions, while critical attitudes and strong ethical concerns reduce perceived welfare. Objective knowledge positively affects trust and empathy but is negatively associated with critical attitudes and perceived consumer influence. Additionally, younger and more educated individuals are more likely to view themselves as agents of change through consumption. The findings highlight the complex interplay of cognitive, emotional, and socio-demographic factors in shaping consumer perceptions and suggest important implications for policy design and communication strategies.