diff --git a/CHANGES/7678.bugfix b/CHANGES/7678.bugfix
new file mode 100644
index 0000000000..81f2524523
--- /dev/null
+++ b/CHANGES/7678.bugfix
@@ -0,0 +1 @@
+Fixed `TypeError: 'str' object has no attribute 'tolower'` in `_ensure_bool` during incremental content exports. Changed `.tolower()` to `.lower()`.
diff --git a/pulpcore/app/tasks/export.py b/pulpcore/app/tasks/export.py
index 3e7ee12cdf..cc143baf22 100644
--- a/pulpcore/app/tasks/export.py
+++ b/pulpcore/app/tasks/export.py
@@ -46,9 +46,9 @@ def _ensure_bool(value):
     if isinstance(value, bool):
         return value
     if isinstance(value, str):
-        if value.tolower() in ["yes", "y", "true", "t", "on", "1"]:
+        if value.lower() in ["yes", "y", "true", "t", "on", "1"]:
             return True
-        if value.tolower() in ["no", "n", "false", "f", "off", "0"]:
+        if value.lower() in ["no", "n", "false", "f", "off", "0"]:
             return False
     if value == 1:
         return True