This study examines how consumers across income groups respond to sustainability-related food labels
and claims in local food purchasing decisions. Using a field experiment conducted in Solano County,
California, the analysis combines stated preference measures, including perceived quality and willingness
to pay (WTP), with revealed preference measures based on actual purchase decisions. Participants
evaluated strawberry baskets before and after exposure to different combinations of sustainability-related
labels and claims, including the USDA Organic seal and the Sustainable Solano logo. The results suggest
that sustainability-related labels generally increase both perceived quality and WTP relative to unlabeled
products, although the effectiveness of different labeling strategies varies. The USDA Organic seal
generates the strongest improvements in perceived quality, while combining local sustainability claims
with the USDA Organic seal produces largest increase in WTP, suggesting that monetary valuations
reflect not only perceived product quality but also broader consumer values, such as support for local
farmers and regional food systems. The findings also reveal substantial heterogeneity across income
groups, with lower-income consumers exhibiting stronger responses to label information than higherincome
consumers. At the same time, the results highlight an important distinction between stated and
revealed preferences. Although labels improve product evaluations and valuations, their effects on actual
purchase decisions remain relatively limited, suggesting that consumer purchasing behavior may be more
resistant to change than stated evaluations alone would imply.
