Are consumers willing to pay more for future organic? Preference for certified transitional labels

The organic industry in the United States (US) has never kept pace with consumer demand and heavily relies on imports. This paper investigates how consumers value certified transitional labels, indicating growers are transitioning from conventional to organic production. Results show that, on average, consumers are not willing to pay for potato chips with certified transitional labels. However, environmentally conscious consumers are willing to pay more for certified transitional labels. Findings suggest that policymakers and the food industry should identify strategies to overcome the marketing barriers associated with certified transitional labels, which is vital for the continued growth of organic production in the US.