Using data from a hypothetical stated preference survey conducted in Nigeria, we show how the relative importance that consumers attach to organic products’ attributes varies strongly as a function of underlying attitudes. We specify a latent class structure that allows us to jointly analyze responses to stated choice and assignment to latent classes, while avoiding measurement error problems. Our results reveal that consumers are willing to pay premium for both health and environmental gains achieved through organic production systems, although their quantitative valuation is higher for the health concerns. Furthermore, we note that individuals with stronger preferences for organic products tend to attach a global value to the certification program, whereas the valuation tends to be more restrictive among respondents that prioritize the status quo option (conventional alternative). We also observe that differences in respondents’ geographic location and level of awareness of organic food production characteristics (prior to the survey) have significant impact on consumers’ choices.[EconLit citations: D12, Q13, Q18, Q56]