Research Report: Do Consumer Beliefs Impact Their Preferences for Organic Specialty Baked Goods?

Past studies found that organic labels may influence consumer taste perceptions either positively or negatively, and the latter may be an issue for products consumed for pleasure. We compared taste beliefs associated with organic and conventional specialty baked goods and conducted choice experiment...

Full description

Saved in:
Bibliographic Details
Published in:Journal of food distribution research 2023-03, Vol.54 (1), p.17-25
Main Authors: Drugova, Tatiana, Curtis, Kynda R
Format: Article
Language:English
Subjects:
Agribusiness
baked goods
choice experiment
Consumer/Household Economics
Food Consumption/Nutrition/Food Safety
organic
taste beliefs
taste information
willingness to pay
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Past studies found that organic labels may influence consumer taste perceptions either positively or negatively, and the latter may be an issue for products consumed for pleasure. We compared taste beliefs associated with organic and conventional specialty baked goods and conducted choice experiments to examine the impact of taste beliefs on choice. Results show that respondents feel organic specialty baked goods taste worse than conventional, which impacts their willingness to pay. Offering product taste information reduced the negative impact of taste beliefs. Providing organic labeling information did not eliminate negative taste associations but did reduce the impact of taste beliefs on choice.
ISSN:0047-245X
2643-3354
DOI:10.22004/ag.econ.339696