Food-producing animals make up the majority of animals that humans manage globally, and China has been a major producer and exporter of animal products since the late 1990s. The opinions of the population in China regarding animal welfare are not as well understood as those in Europe. In China, animal welfare as a societal concern is still at an early stage of development. This survey of Chinese attitudes aimed to understand consumer knowledge of and behaviour towards animal welfare, and to determine whether harnessing consumer interests may be a potential future influence on the development of high-welfare agricultural production. Most participants were not aware of the meaning of animal welfare, but the number of those that were aware was higher than reported previously. The welfare of wild animals was rated particularly important compared to other animals. The links between welfare and the taste and/or safety of food were considered to be important, and Chinese consumers reported a willingness to pay more for food from animals produced in good welfare conditions, although the quality of the food was considered more important than the animal suffering. A large majority of the respondents reported that there should be legislation protecting animals and certification of welfare on farms, that animals on farms should be provided with enjoyable experiences and that transportation times should be minimised. Furthermore, most respondents reported that animals should be stunned before slaughter. We conclude that animal welfare is of importance to the Chinese consumer, in particular because of its connection to food quality.