Organic food is a $29 billion industry, clearly Big Ag, but they have managed to convince believers that they are small farms that use no pesticides and are nutritionally, structurally and morally better for humanity.
But the glow has been fading. Framing organic food ethically now creates a backlash, according to surveys by Cornell University and the University of Michigan, which asked 371 test persons about their perceptions of food products with and without an organic label.
Even among consumers who expressed a high interest in environmental issues, the impact of ethical framing was dependent on personal values and the product. Just slapping an organic label on things doesn't work any more.
Organic marketers will claim that organic food tastes better for example, but the surveys showed the perception was otherwise; people believed organic food would be less tasty and yet more nutritional. And that perception of taste quality dropped as concern about organic food did. So much for the 'halo effect' marketers have enjoyed.
Citation: Jonathon P. Schuldt, Mary Hannahan, 'When good deeds leave a bad taste: Negative inferences from ethical food claims', Appetite, http://dx.doi.org/10.1016/j.appet.2012.11.004
- PHYSICAL SCIENCES
- EARTH SCIENCES
- LIFE SCIENCES
- SOCIAL SCIENCES
Subscribe to the newsletter
Stay in touch with the scientific world!
Know Science And Want To Write?
- Lexus Hoverboard Gets Off The Ground
- What Gets Credit For Smoking Declines? Big Pharma And Taxes, Says UCSF Paper
- Asteroid Day Today, 30th June - Let's Find These Rocks And Deflect Them
- Paving Way for Mars Colonization
- Collinsium Ciliosum: New Species Of ‘Super-Armored’ Worm Discovered
- I Don't Use The Term 'Miracle' Very Often, But...
- "The author makes a good point the final comment. How can anyone say E-Cigarettes are more appealing..."
- "In my Mathematics History studies, I came across this wonderful episode.I also have read Frenkel’s..."
- "The video I saw from LEXUS Hoverboad ramp shows the board floating and inch above the ground not..."
- "Thanks to the writer of this piece for showing some skepticism. I would urge anyone interested..."
- "Much appreciated. Venting can be very therapeutic, especially since I have a hardware store full..."