This article presents a theory and empirical estimates of consumer demand for ecolabeled apples. The effect of varying comprehensiveness of environmental claims and amount of proof supporting claims is examined. Data are from telephone interviews with 893 randomly selected U.S. households....

This paper examines potential consumer demand for ecolabeled apples. Since apples are purchased by 90% of U.S. households, we are able to investigate the choices of a large and diverse cross section of consumers. Focusing on a single agricultural product such as apples enables us to investigate...