CONSUMER DEMAND FOR ECOLABELED APPLES: RESULTS FROM ECONOMETRIC ESTIMATION
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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. Substantial demand for ecolabeled apples is found. Variations in claim comprehensiveness and amount of proof are statistically insignificant.