‘Organic’ isn’t always the best way to a consumer’s heart, says study (by wineindustryinsights.coom)

Posted: December 8, 2012 by wynmaker in Research, Wine
Tags: , , , , , ,

Why organic food tastes worse to some
“The halo effect hinges on the values of the perceiver”

 

organic-white

Labeling food as “organic” may not always lead to a positive impression in the minds of consumers, according to a recent Cornell University study.
The research flips the notion of a “halo” effect for ethical food labels. A halo effect refers to a phenomenon where a label leads consumers to have a positive opinion – and in the case of an organic label, a healthful impression – of those foods.
The Cornell research finds that such positive impressions are partly based on the personal values of a consumer. The two-part study found that some conditions can produce a negative impression of organic labels among consumers, due to the consumer’s values.
In the first part, Jonathon Schuldt, Cornell assistant professor of communication, and Mary Hannahan, a student at the University of Michigan, asked 215 students whether they thought organic food was healthier and tastier than conventional food. While most agreed that organics were a healthy choice compared with conventional food, fewer expected organic food to taste good by comparison. This latter finding was especially true for… read on

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