Over the past two decades, consumer demand for niche products has grown substantially. The primary objective of this paper is to disentangle the value consumers place on two prominent food claims, organic and local (defined as Colorado Proud in this study) as they relate to fresh produce. Using...

We endowed consumers with conventional apples and auctioned local, organic and organic-local apples to elicit consumers’ valuation and the response to two experimental treatments: scientific information and taste. For both labels, which participants valued as partial substitutes, positive WTP...

Using a best-worst ranking exercise we compare the inferences made by consumers regarding the nutritional value and healthiness of fluid milk and soymilk beverages under several combinations of three labeling regimes: front label, back label ( including the nutritional information panel), and an...

Risk and reliability dominate water supply discussions in the arid western United States. In the past, water managers built additional storage to mitigate supply risk. The optimal, least expensive storage sites have now been taken, and there are strong, environmental objections to new...