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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.