Consumer willingness to pay (WTP) for yogurt attributes was evaluated using a survey targeted to be nationally representative within the United States. A novel approach was used to allow for self-selection into the choice experiment for commonly purchased types of yogurt, either Greek or traditional, based on what consumers purchase. They were willing to pay a positive amount for requiring pasture access and not permitting dehorning/disbudding (which references the removal of horns or horn buds) for both traditional and Greek yogurt. Respondents had positive WTP for Greek yogurt labeled free of high-fructose corn syrup and a higher WTP for low-fat yogurt when compared to nonfat for both yogurt types.