Using Simulated Test Marketing to Evaluate Consumer Purchase Interest in Environmentally Labeled Lettuce

This research shows that approximately a third of lettuce purchasers in California would purchase a new Environmentally Friendly lettuce. The target consumers for the new Environmentally Friendly lettuce are heavier purchasers of lettuce, less likely to be married, more likely to be female, and have a higher household income. Consumers are concerned with the freshness, quality, price and environmental impact of the lettuce they purchase.