Willingness to pay for higher environmental standards for avocado production in Great Barrier Reef catchments

•We assess the importance of environmental certification to consumer purchases of avocados.•Methods used were best-worst scaling, contingent valuation and discrete choice experiments.•Average willingness to pay extra was similar for eco-labelled avocados compared to higher environmental standards.•There was greater support for higher environmental standards.•Results show that the quantum of support is just as or more important than the price premiums.