DOI: 10.5902/198346599022 The main objective of this study was to understand consumer behavior regarding cruelty against animals, practiced in industrial processes of meat production. The study used quantitative methodology, with a survey over the internet that was illustrated by a video showing some industrial practice on animal growing, such as little space and amputation of some limbs, which cause pain, fear and stress. Besides trying to evaluate the level of knowledge that consumers have about these procedures, the research intended to identify the potential for consuming habit changes as results of the contact with the new information. The study shows that consumers are not aware of the current meat producing standards. After having access to the industrial farms images, they change their perception, which may raise a threat to companies that keep current business models ignoring the claim for animal welfare.  In addition to that, they show themselves to be willing to pay higher prices for certified products, indicating the companies the existence of a steady market opportunity.