The main objective of the dissertation was to obtain an overview of consumers attitudes and beliefs towards some aspects related to social concerns (sustainability, biodiversity and rural development, and animal welfare) and examine influence of information (about production system, colour, geographical information) on consumer choice in favour of local pig breeds, in this case, the Black Slavonian Pig breed, but also to provide knowledge support to producers, national agricultural food policy makers and retailers. Croatian consumers were randomly assigned to one of two treatment options (control or information) in an online survey. Consumers (n = 410) answered questions about their purchase intentions, perceptions and beliefs. A hypothetical choice experiment was used to examine participants’ preferences and willingness to pay (WTP) for fresh meat of the Black Slavonian Pig breed reared outdoors and semi-indoors. The results show that the consumers have a notable preference for fresh boneless ham from the Black Slavonian Pig produced in both production systems and labelled as reared in continental Croatia + PDO (Protection of Designation Origin) compared to fresh boneless ham produced from pigs reared in conventional rearing system (intensive – indoor) without a label. Information treatment also proved to be important, as the results show that the information given to the consumers about the production system (that is in line with animal welfare, environmental protection and preservation of biodiversity) meat colour and geographical information positively influenced the consumers' decisions giving great importance to investigated social concerns regarding sustainability, preservation of biodiversity and animal welfare. It is evident that appropriate labelling and information on the product could positively influence consumer preferences, indicating the importance of highlighting the traditional characteristics (production system, darker colour of the meat and production area) of fresh meat from the Black Slavonian Pig on the label in promotional activities.