Will consumers pay a premium for eco-labeled apples?

Farmers and other producers are responding to consumer concerns about pesticides by creating new marketing opportunities for products grown with environmentally sound practices. The eco-label analyzed in this study is certified by The Food Alliance (TFA), a non-profit third-party certifying organization based in Portland, Oregon. We assess the mean willingness to pay (WTP) for eco-labeled apples using a double-bounded logit model. We conclude that female respondents with children, and strong environmental and food safety concerns are more likely to pay a premium for eco-labeled apples. However, the estimated premium is small (about 5 cents per pound over an initial price of 99 cents), reflecting the overall difficulty with garnering a premium based on environmentally sound practices.