This paper aims to contribute further research on the conceptualization of agricultural multifunctionality through quantitative methods. The empirical analysis is based on a large dataset (Agrobarometre of Andalusia) consisting of self-reported measures of individual opinions on multifunctionality. Ordered probit models are proposed to analyze the extent to which individuals' perceptions of multifunctionality can be explained not only by individual and regional characteristics, but more importantly, by the preferences individuals have for a given type of agriculture. Results indicate that individuals are aware of the multi-dimensional nature of agriculture as a provider of private and public goods and services, although a big fraction of the population still focuses its demand on private goods production. It is not surprising that individuals' perceptions about the multifunctionality concept are site-specific, depending on the surrounding farming systems. Given their stated preference for a type of agricultural multifunctionality, the proposed quantitative method highlights those attributes of the concept which do not fully satisfy individual' expectations. Overall, this manuscript provides a useful empirical tool for policy-makers concerned with improving satisfaction on the perception of multifunctionality in the agricultural sector.