• We study people's perceptions of agricultural policy goals. • We conduct a survey in Switzerland on the importance of eight policy goals. • Animal welfare is perceived as the most important goal. • Differences between the Swiss language regions indicate cultural differences. • Policy needs to take into account cultural differences within the population. Agricultural policy goals should be legitimised by the population, as agriculture is an important recipient of governmental support in Europe. Questions arise as to how people assess these policy goals, which factors affect the perception of agricultural policy goals and to what extent cultural differences influence this assessment. We address these questions by conducting an online survey among 1,542 respondents in the German-, French- and Italian-speaking parts of Switzerland. We find that the multifunctional role of agriculture is strongly anchored in the population's perception of agricultural policy. The stated preferences of the participants show that increasing animal welfare is clearly the most important agricultural policy goal for Swiss citizens. Controlling for a range of sociodemographic characteristics and personal attitudes, we find evidence of differences between language regions and thus of cultural differences in the assessment of individual agricultural policy goals. For example, compared to respondents in the other two language regions, German-speaking respondents found increasing domestic food production significantly more important, whereas reducing food prices for consumers, increasing farmers' income, and reducing greenhouse gas emissions were perceived as significantly less important goals. Environmental attitudes were closely related to the perceived importance of agricultural policy goals; thus, we can expect heated discussions in the future, especially if environmental objectives continue to be missed. [ABSTRACT FROM AUTHOR]