This study examines the effects of produce shape abnormality, organic labeling, and discounts on consumers’ intention to purchase produce. Two studies were conducted. In Study 1, a 3 (normal, moderate, extreme abnormality) × 2 (with without labeling) between-subjects design was used. 2, (moderate 5 (discount: 30%, 40%, 50%, 60%, 70%) A total 480 valid responses questionnaires collected. 1 revea...