The general objective of this study was to analyze the effect of labeling information on farmers’ herbicide choice. Herbicide choices made by farmers were used to estimate their willingness to pay for different herbicide attributes. Estimation results indicate that human health and environmental statements displayed on pesticide labels (which reflect higher level of risk) are important components in herbicide selection. For example, it is estimated that farmers are willing to pay, on average, $27 per acre to avoid using an herbicide with the word “Warning” and $38 per acre to avoid using an herbicide with the word “Danger.”