To advance sustainable food systems, it is necessary to explore consumer preferences and valuations of sustainable food labels. This study utilizes a discrete choice experiment to examine consumers’ willingness to pay for various sustainable labels using a 12 oz ground coffee package and investigates the impact of altruism orientation on consumer valuation of sustainable coffee. The results from US consumers surveyed in spring 2020 indicate that the USDA organic claim commands the highest price premium, followed by the Carbon Trust and Fairtrade labels. Furthermore, individuals’ altruism orientation positively and significantly influences their preference and willingness to pay for sustainable labels, with selfless individuals valuing them more. These findings offer insights into effectively promoting sustainable food consumption through targeting consumer subgroups and prioritizing fair trade and organic foods over newer green labels.

Purpose: The contradiction and conflict between grassland conservation and economic development are prominent in the Qinghai–Tibet Plateau (QTP) with its fragile environment and ecosystem. How to promote sustainable grazing in the plateau without hurting the economic welfare of local residents is a key challenge facing the Chinese government. This study explores the potential of market-based grassland conservation policies by evaluating consumer preferences and valuations for forage–livestock balance certification labeled yak products.Design/methodology/approach: This study adopts a choice experiment with four attributes of yak meat, including forage–livestock balance certification, feeding type, age at slaughter and price. A sample size of 2,999 respondents from Beijing, Shanghai, Wuhan, Guangzhou and Chengdu was collected by a professional online survey company.Findings: The result reveals that urban Chinese consumers are willing to pay highest price premiums for forage–livestock balance certified yak meat, followed by grass-fed claim labeled meat. Consumers on average place negative valuations for grain-fed claims, meat from yak slaughtered above 2 and 4 years old. Heterogeneous analysis indicates that individuals who are female, younger, married, and better educated, and with above median income, Tibet travel or yak consumption experience, are more receptive to the forage–livestock balance certification.Originality/value: It is the first study to explore demand-driven mechanisms for grassland conservation by focusing on consumer valuation for the forage–livestock balance certification.