Recent media reports have documented the fraudulent mislabeling of grouper at several Florida restaurants whereby customers were sold lower-valued species instead of grouper. This article uses data from 400 seafood eating Floridians to determine awareness of reported substitution, effects on consumption, and willingness to pay (WTP) for a product integrity labeling program. Using a novel frequency-based polychotomous choice (PC) contingent valuation format, designed for products that are purchased often, WTP is estimated based on level of commitment to the product integrity labeling program. Sixty-two percent of respondents were aware of the reported substitution, 57% of those changed their seafood consumption, and respondents were willing to pay an average premium of $0.83 to $3.18 for grouper entrees at restaurants with a product integrity label. The factors that helped to explain the change in consumption and WTP were identified and can be used to help improve current labeling and marketing efforts.

JEL Classification Codes: Q22, D12, Q13