Measuring Consumer Demand for Ecolabeled Apples

gap. This article presents results of a study of consumer demand for ecolabeled apples. Because ecolabels are new, it examines consumer intentions to purchase an ecolabeled apple for the first time. It estimates how many consumers might try ecolabeled apples and examines how their decisions are affected by prices, the comprehensiveness of the environmental claims in the label, and the extent of proof given to support the claims. The role of concerns about the environment and food safety is also examined. Conceptual Framework