'Organic' Label Seems to Make Food Taste Better

Consumer perceptions toward products with the 'organic' label was put to the test in a study with organically produced chocolate sandwich cookies, plain yogurt and potato chips. Subjects were asked to compare food labeled as "regular" versus "organic", but in reality they were both the same organic products. The food items with "organic" labels were perceived as being lower in fat, higher in fiber, significantly lower in calories and worth more money. This study projects the theory of the "Health Halo Effect" which is the perception that an item labeled as "organic" is therefore nutritious. This effect is resulting in people believing that "organic" foods tasted better. The preliminary study displays the shift in consumer attitudes when determining which product they prefer.

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