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...

Microeconomic studies often make two assumptions: 1) producers focus on profit maximization, disregarding "external" environmental and health costs; and 2) producers have full information about their production processes and markets. This study examines whether these assumptions are valid for...

Virtually all technology adoption studies are conducted ex post, yet policy makers often need to assess the likely level of adoption before the technology is introduced. This study uses data from a contingent valuation survey of Michigan corn growers to assess what factors would influence the...

A growing number of consumers are demanding more environmentally benign products, and companies are meeting this demand by making environmental claims on product labels. This phenomenon has led to two policy issues. One is preventing deceptive environmental labeling. The other is whether...