Milk Quality and Animal Welfare as a Possible Marketing Lever for the Economic Development of Rural Areas in Southern Italy

SIMPLE SUMMARY: The growing interest of consumers in products that guarantee animal welfare and a high level of quality should represent the economic lever for small producers in the south of Italy, who mainly manage their farms on pasture or feeding animals with a high forage/concentrate ratio diet. In response to new consumers’ needs, the proposal on the market of these products can be advantageous for small breeders who may require a higher price for the products thus obtained. Our research emphasizes the fact that a greater awareness about the qualities of milk as well as animal welfare positively influence the likelihood of increased consumers’ willingness to pay. ABSTRACT: The aim of the present work was to investigate the consumers’ willingness to pay (WTP) for dairy products obtained by grazing animals or fed with a high forage/concentrate ratio diet. To this aim, a survey was carried out on Italian consumers in the Campania Region and data collected were analyzed both by simple descriptive statistics and by an econometric model. Our results highlight that young age, knowledge of milk properties, and a healthy lifestyle are extremely important components in determining a higher WTP.