Nowadays, the survival of Swedish farmers is in danger. Since 1980's, the consumption of milk in Sweden dropped significantly. As a consequence, the price of milk has decreased and the salary of the farmers has stayed the same. To protect the survival of Swedish farmers, it is important to look at the origin of the problem: the change in consumers' habits concerning the milk. Thus, the purpose of the investigation is to study the attitudes of Swedish Consumers to different issues related to milk consumption. The research question is "Are Swedish consumers willing to pay a higher price for milk?" It aims also to analyze the willingness to pay a higher price for milk according to different factors, such as the personal ones, the societal ones, the psychological ones and the situational ones. Thus this investigation gave an overview of the Swedes' willingness to pay a higher price for milk and how to improve it. This thesis can also be used as a model for further studies with a larger sample. The support used to perform this study was a survey which was distributed to the residents of Trollhättan and the method was a quantitative one with descriptive statistics by using the software SPSS. Twenty-three questionnaires have been collected in Trollhättan. They have been analyzed and they have contributed to the results of our investigation. The questionnaire was built with the existing theories and scientific articles about the willingness to pay, the factors influencing the purchase-decision and the trends in Swedes' consumption. These secondary data have also been used at the end to compare them with the empirical findings in order to draw a conclusion. This investigation showed that personal, societal, psychological and situational factors influence the willingness to pay a higher price for milk. Concerning the consumption, the presence of children improves the purchase of milk as we found in our theories. Concerning the willingness to pay a higher price for milk, by using the hypothetical bottle and improving the perception of the situation of the farmers, we figured out that the majority of our sample is willing to pay a higher price. This willingness does not depend on the income of respondents but depend on the learning factor. As solution to improve the willingness to pay a higher price for milk, we can assert the necessity to print some labels concerning the amount perceived by the farmer per bottle on the packaging.