United States agriculture is continuing to shift toward organic production techniques to align with consumer demand, yet organic products make up an insignificant portion of the food market. This disparity has been examined via consumer willingness to pay for organic products and research on the costs and benefits of organic operations; however, little has been investigated about a potential transitional organic market. In shifting from conventional to organic agriculture there is a substantial transition phase of at least three years, during which producers cannot label their products as USDA organic. This research therefore examines consumer willingness to pay for transitional organic produce based on a Lane County representative adult population (n = 200). Results of the conjoint choice stated preference survey suggest that there exists a viable market for transitional organic products, revealing systematic heterogeneity in preferences for produce labeled as transitional USDA organic.

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