Smaak en bereidheid te betalen voor koffie met ecolabel

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.
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