This article explores the combination of laboratory and field experiments in defining a welfare framework and the impact of different regulatory tools on consumer behaviors. First, an overview of strengths and weaknesses raised by the experimental literature show that, for food consumption, lab and field experiments may be complementary to each other. The lab experiment elicits willingness to pay useful for determining per-unit damages based on well-informed, thoughtful preferences, while the field experiment determines purchase/consumption reactions in real contexts. Second, the analytical approach suggests how to combine the results of both lab and field experiments to determine the welfare impact of different regulatory tools such as labels and/or taxes. Third, an empirical application focuses on a lab and a field experiment conducted in France to evaluate the impact of regulation on fish consumption. Estimations for the French tuna market show that a per-unit tax on tuna and/or an advisory policy lead to welfare improvements.