The success of the implementation of alternative farm practices is at least partially dependent on consumer responses, such as willingness to pay. It is thus essential to understand how information concerning farm practices influence  consumer willingness to pay and future (re)purchases, and how consumer responses can be redirected, when relevant. The information provision concerning aspects of farm practices (e.g., animal welfare, food safety) is often information evoking emotional responses, Therefore, ISAP examines the market potential of alternative farm practices at the consumer level,  incorporating consumer awareness, emotions, and the complex trade-off setting in which the decision-making takes place.