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The growing use of redundant claims on food products pose a risk for organic and functional food producers among others, as it can mislead consumers in their products’ evaluations. Redundant claims refer to marketing statements that highlight qualities or attributes that are expected or should be inherent to the product. Previous studies reveal that consumers are generally willing to pay more for redundantly claimed products. In this study, preferences are analyzed for organic, functional, and redundantly labeled apple juice among specific consumer groups, namely young and old adults. To elicit individual monetary preferences a lab experiment and a field study were conducted with 147 younger (average age: 21 years) and 131 older participants (average age: 70 years), in both studies an incentive compatible technique was applied. Results showed that either younger and older consumers are willing to pay …