The Link between the Perception of Animal Welfare and the Emotional Response to Pictures of Farm Animals Kept in Intensive and Extensive Husbandry Systems: An Italian Survey

Simple Summary: The number of animals bred to keep up with the increasing demand for animal food products is steadily growing. Different husbandry systems often guarantee different animal welfare standards, which may condition people's choices as animal product consumers. In this study, we explored people's emotional responses toward pictures of farm animals (cows, pigs, chickens, and rabbits) kept in intensive and extensive husbandry systems and how it related to their perception of animal welfare as well as their food choices. A total of 835 respondents completed the questionnaire. As expected, pictures of animals in intensive systems elicited negative emotions, especially for pigs and rabbits, whereas pictures of extensive systems, elicited positive emotions, especially for chickens. Intensive systems were perceived to guarantee lower animal welfare levels. Regardless of the husbandry system, cows were perceived to have the highest welfare levels. Most importantly, the quality of the participants' emotional responses was positively associated with the perception of animal welfare and negatively associated with the importance given to welfare when purchasing animal products. Furthermore, several demographic factors, namely gender, education, household composition, living area, pet ownership, and eating habits were found to affect the participants' emotional response to farm animal pictures. As livestock production grows to satisfy the global demand for animal products, understanding public attitudes towards different husbandry systems becomes essential for both animal welfare and socio-economic reasons. This study aimed to investigate people's emotional responses toward pictures of farm animals kept in intensive and extensive husbandry systems, their perception of animal welfare, and their choices as animal product consumers. A questionnaire that included demographic questions and photos of cows, pigs, chickens, and rabbits in both intensive and extensive systems was distributed electronically and physically and completed by 835 respondents. Photos of animals in intensive systems elicited more negative emotions, especially for pigs and rabbits (p < 0.05), as opposed to extensive systems, which elicited more positive emotions, especially for chickens (p < 0.001). Higher welfare levels were perceived for extensively farmed animals (p < 0.001) and for cattle compared to all other species, regardless of the husbandry system (p < 0.001). The quality of the emotional response was positively associated with welfare perception (p < 0.001) and negatively associated with the importance given to welfare when purchasing animal products (p < 0.001). Finally, the emotional response was found to be affected by gender, education, household composition, living area, pet ownership, and eating habits. The implications and limitations of these findings are discussed.