In many industrialised countries, public rejection of intensive animal production systems has led to the development of legislation and industry actions that have resulted in significant changes in animal care at the farm level. However, little is known about the views of citizens from emerging countries regarding animal production. The aims of this study were to explore the views of Brazilian and Chilean consumers towards egg farming, and to investigate if these views are associated with participants’ eggs purchasing habits and reported willingness to pay (WTP) more for eggs produced in the conditions they perceive as important. In an open question, participants (n = 716) were asked to describe an ideal egg production farm and explain their reasons. This was followed by closed questions asking egg purchasing habits, willingness to pay for eggs produced in the conditions they perceive as important and demographic information. Participants main concerns were with animal welfare, naturalness, hygiene, production, and ethical aspects, which many associated with improved health, sensory, and nutritional quality of the eggs. The views of participants towards an ideal egg production farm were associated, to some extent, with type of egg purchasing habits and WTP a premium for organic or free-range eggs. Our results suggest a demand for more natural, animal friendly egg production systems; furthermore, they indicate a disconnect between lay citizens’ expectations and industry practices, given that intensive confined systems typically fail to supply many of the expected characteristics.