Eco-labeling in the Fresh Produce Market: Not All Environmentally Friendly Labels Are Equally Valued

Previous research indicates that consumers have a higher willingness to pay (WTP) for food products grown using sustainable production methods due to the perceived environmental benefits. Fresh produce can be produced using numerous sustainable methods, but it remains unclear which method is valued the most by consumers. In this study, we estimate consumer preferences for fresh strawberries with various sustainable claims: two based on...