"In recent years, changes in economic, social, cultural factors, as well as in tastes and consumers preferences and the increasing availability of products are driving consumers to change their eating habits. Consumers are gradually assigning more importance to the diet-health relationship when making their food choices. They have also become more concerned with environmental issues. Health considerations and food safety rank first among the buying motives of food products. In addition, environmental protection, a controlled quality and the products` natural state are central reasons for purchasing organic food. Consequently, consumers face increasing information on health and nutritional food characteristics, an important amount of which is presented on food packages labels. Hence, the objective of the proposed research is to assess to what extent consumers would value the provision of multiple food labels, when making food choices. The specific objectives of the project proposed are: 1) to segment consumers into groups depending on psychological/personal factors (attitudes, lifestyle, environmental and ethic values, eating habits, lifestyles etc), 2) to identify food labels that Spanish consumer would value more than others, 3) to find the maximum willingness to pay (WTP) for food labels, and 4) to analyze how information and personality traits affect the consumer Willingness to pay. The experimental auctions methodology and surveys are proposed to undertake the overall objective of the project. Understanding how consumers value healthier food products is relevant in devising optimal strategies to improve consumer eating habits and to positively affect on health system’s expenditures. The further reason to carry on this proposed project is the dissemination of information of the climate and environment impacts of the foods consumers eat."