In the Italian market, voluntary certifications implying higher levels of animal welfare generally fall into wider production schemes. Despite of the results of EU surveys indicating that about 50% of Italian consumers can easily identify and find animal-friendly products, they still are distributed scarcely or discontinuously in the main retail chains. To assess the apparent contradiction between the intricate information consumers receive from labels and their declared awareness about animal welfare, a survey was conducted in Emilia Romagna region on 355 Italian consumers (face-to-face interviews based on a structured, semi-close-ended questionnaire). Overall, consumers showed a low degree of knowledge about animal welfare attributes, animal farming conditions and animal protection policies (about 30% of correct answers), and a low level of awareness of the effects of their purchasing choices on the welfare of farmed animals (22%). The respondents also showed difficulties in identifying animal-friendly products and often confused them with other certified foods, having sometimes a weak connection (or none at all) to animal welfare (e.g., Protected Designation of Origin products). However, most consumers declared to be ready to pay a premium price in name of animal welfare. In conclusion, a labelling system for the welfare content of animal-derived foods is confirmed to be an effective strategy to compensate the efforts of farmers in improving animal welfare, provided that the information given is clear and able to fill the substantial lack of consumer knowledge.

Our research is based on 335 consumer interviews, conducted near and within supermarkets and hypermarkets in Bologna (North-Italy) and in its province. A multiple correspondence analysis followed by a cluster analysis were carried out in order to profile consumers based on their knowledge of farming conditions,