Label preference heterogeneity was explained by a number of individual characteristics. Stronger ecolabel preferences in the sample were associated with younger, college-educated individuals who eat less seafood than the typical respondent. Unlike local labels, strong ecolabel preferences were associated with respondents who most often purchase their home-prepared seafood at natural food stores. The associations between ecolabel preferences and demographic characteristics found in this study generally are supported by previous findings in the sea food ecolabeling literature, although the evidence is mixed (see Teisl, Rubin, and Noblet 2008; Johnston et al. 2001; Wessells, Johnston, and Donath 1999; Brecard et al. 2009). This study does suggest that there may be associations between ecolabel preferences, type of seafood vendor, and home consumption patterns that have not been revealed in previous studies. Females in the sample were associated with stronger safety assurance labeling preferences, supporting the find ings of Brecard et al. (2009). This result is expected given awareness campaigns warning children and pregnant women of potential health risks associated with certain seafood choices.