Willingness to Pay a Higher Price for Pork Obtained Using Animal-Friendly Raising Techniques: A Consumers’ Opinion Survey

In Italy, the consumption of pork meat is increasing, despite consumers’ attitudes being addressed toward a greater sensitivity about animal welfare and its link with safe food. Considering the relatively high animal welfare standards and the divergence in public interest in farm animal welfare and ethical issues, the objective of this study—in continuation of our previous paper relating to consumer behavior and preferences in welfare-friendly pork breeding—was to investigate habits of pork consumers regarding pig welfare, principally evaluating their willingness to pay (WTP) a higher price for pork obtained using raising techniques with an approach based on animal welfare. An ad hoc questionnaire-based survey was submitted to consumers (n = 404) in Messina province, Italy. Results suggest that 47% of consumers were willing to pay an additional price for pork from farms that apply specific animal welfare standards. Positive correlations were between WTP and farming techniques (p = 0.001), organic farming methods (p = 0.001), and farms in which animal welfare is taken care of and guaranteed (p < 0.001). These findings suggest that consumers intend to pay a higher price for pork, like other animal products obtained using animal-friendly raising techniques. The sensitivity to the animal welfare of a single human being may influence consumers’ attitudes toward pork consumption.