We present representative survey data from 1,542 Swiss citizens. Data were collected across the three largest Swiss language regions (German, French and Italian) in autumn 2022. In the main part of the survey, we collected qualitative and quantitative data on their perception of agricultural policy goals and potential trade-offs. For this, participants were first asked to name the three most important agricultural policy goals. Next, they rated eight pre-defined agricultural policy goals for importance and how much budget they would allocate to the pursuit of each goal if they were to decide about the governmental budget or subsidies. For the goal conflicts, the eight goals were combined into 16 conflicting pairs, where participants were to decide which of the conflicting goals they preferred. Further, we collected information regarding who citizens considered as responsible for achieving agricultural policy goals. The survey was also used to collect personal information about the participating citizens including information such as gender, age, education level, place of residence or whether participant had (previous) work experience in agriculture and how they placed themselves regarding their political orientation on a left-right scale. We further collected behavioural data including diet, that is, meat consumption frequency and shopping behaviour, where we asked participants what attributes were important for them when buying food. At the end of the survey, we used existing and new scales to measure participants' perception of farmers, meat commitment and their perception regarding animal welfare and environmental protection using the Ecological Welfare Scale. For this study, ethical approval was obtained from ETH Zurich ethical commission (application EK-2022-N-174)., (© 2024 The Authors.)