| Willingness to pay for environmental practices: implications for eco-labeling W Moon, WJ Florkowski, B Brückner, I Schonhof Land economics 78 (1), 88-102, 2002 | 342 | 2002 |
| Agro‐biotechnology and organic food purchase in the United Kingdom AP Rimal, W Moon, S Balasubramanian British Food Journal 107 (2), 84-97, 2005 | 213 | 2005 |
| Public attitudes toward agrobiotechnology: The mediating role of risk perceptions on the impact of trust, awareness, and outrage W Moon, SK Balasubramanian Applied Economic Perspectives and Policy 26 (2), 186-208, 2004 | 208 | 2004 |
| Public perceptions and willingness-to-pay a premium for non-GM foods in the US and UK W Moon, SK Balasubramanian AgBioForum, 2001 | 193 | 2001 |
| Willingness to Pay for Non‐biotech Foods in the US and UK W Moon, SK Balasubramanian Journal of Consumer Affairs 37 (2), 317-339, 2003 | 136 | 2003 |
| Is agriculture compatible with free trade? W Moon Ecological economics 71, 13-24, 2011 | 77 | 2011 |
| Demand for food variety in an emerging market economy W Moon, WJ Florkowski, LR Beuchat, AV Resurreccion, P Paraskova, ... Applied economics 34 (5), 573-581, 2002 | 73 | 2002 |
| A multi-attribute model of public acceptance of genetically modified organisms W Moon, SK Balasubramanian | 58 | 2001 |
| Consumer valuation of health attributes for soy-based food: A choice modeling approach JB Chang, W Moon, SK Balasubramanian Food Policy 37 (3), 335-342, 2012 | 55 | 2012 |
| Assessing holistic economic value for multifunctional agriculture in the US W Moon, JW Griffith Food Policy 36 (4), 455-465, 2011 | 55 | 2011 |
| Health claims and consumers’ behavioral intentions: The case of soy-based food W Moon, SK Balasubramanian, A Rimal Food Policy 36 (4), 480-489, 2011 | 54 | 2011 |
| Is there a market for genetically modified foods in Europe? Contingent valuation of GM and non-GM breakfast cereals in the United Kingdom W Moon, SK Balasubramanian AgBioForum, 2003 | 50 | 2003 |
| Conceptualising multifunctional agriculture from a global perspective: Implications for governing agricultural trade in the post-Doha Round era W Moon Land use policy 49, 252-263, 2015 | 46 | 2015 |
| Perceived risks of Agro-biotechnology and organic food purchase in the United States A Rimal, W Moon | 44 | 2005 |
| Perceived health benefits and soy consumption behavior: two-stage decision model approach W Moon, SK Balasubramanian, A Rimal Journal of Agricultural and Resource Economics, 315-332, 2005 | 43 | 2005 |
| Effects of product attributes and consumer characteristics on attitude and behavior: The case of peanuts in a transition economy W Moon, WJ Florkowski, LR Beuchat, AVA Resurreccion, MS Chinnan, ... Agribusiness: An International Journal 15 (3), 411-425, 1999 | 36 | 1999 |
| Willingness to pay (WTP) a premium for non-GM foods versus willingness to accept (WTA) a discount for GM foods W Moon, SK Balasubramanian, A Rimal Journal of Agricultural and Resource Economics, 363-382, 2007 | 33 | 2007 |
| Do US citizens support government intervention in agriculture? Implications for the political economy of agricultural protection W Moon, G Pino Agricultural Economics 49 (1), 119-129, 2018 | 31 | 2018 |
| Conceptualizing multifunctional agriculture from a global perspective W Moon | 28 | 2012 |
| Wine industry competitiveness: a survey of the Shawnee hills American viticultural area CM Rendleman, GA Hoemmen, I Altman, B Taylor, W Moon, S Smith Wine Economics and Policy 5 (1), 4-13, 2016 | 27 | 2016 |