Simply calling food organic prompts most consumers to think
it’s better, tastier, less fattening, higher in fibre and better for the
environment.
That’s what researchers at Cornell University in Upper New
York State found when they asked people to compare products such as chips,
cookies and yogourt.
The products were exactly the same, but the people didn’t
know that. One set was labeled “organic” and the other “regular”.
But the researchers also found that people who are regular
customers of organic food are more likely to read labels, and they were less
likely to be fooled.
The researchers also found that consumers indicated they are
willing to pay 23.4 per cent more for organic foods.
