Taste and willingness to pay for “eco-friendly” coffee

An increasingly large number of products are marked with morally loaded labels such as ‘fair-trade’ and ‘organically produced’ – labels associated with social or environmental responsibility that speak to our conscience. ‘Moral’ labeling serves as a marketing device for attracting consumers with preference for social fairness or environmental altruism and some individuals are indeed willing to pay a premium for labeled products.
Research at the University of Gävle in Sweden shows that eco labels not only promote a willingness to pay more for the product but they also appear to enhance the perceptual experience of the product’s taste. An article about the research is published in PLoS ONE.
Click here for the article (361 kB).

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