As a way to explore the increasing use of sustainability labels in the marketplace, this study analyzes the differential values and interactive effects of sustainable production claims (organic, fair trade, and carbon footprint) and location claims through a conjoint choice experiment included in a 2008 U.S. survey. Locally grown is the highest valued claim, and its value is further enhanced with fair trade certification, but carbon‐intensive local products are discounted more severely than those sourced from other locations. Some negatively valued claims (imports and carbon footprint) can be mitigated by combining them with other claims (organic and fair trade).

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