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Approaches 4Appetite (in press). DOI: 10.1016DOI: 10. /j.appet.2016 between the quasi-experiment and the two stated preference approaches. 19► The use of a combination of methods to get an understanding of the true behavior of 20 consumers is important as demonstrated by this paper. 21► The participants in the quasi-experiment preferred tomatoes without a label to those 22 with carbon footprint labels. 23► The characteristic "grown locally" shows the highest utility in the quasi-experiment 24 after price, indicating that local origin is preferred to organic production. 26Keywords: conjoint analysis, consumer marketing, sustainability, social desirability, 27 purchasing behavior, carbon footprint label, local production

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