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Do organic snack foods taste healthier because of their label?
Author(s) -
Lee Jenny WanChen
Publication year - 2010
Publication title -
the faseb journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.709
H-Index - 277
eISSN - 1530-6860
pISSN - 0892-6638
DOI - 10.1096/fasebj.24.1_supplement.949.3
Subject(s) - taste , snack food , food science , consumption (sociology) , perception , psychology , medicine , chemistry , social science , neuroscience , sociology
In contrast with past ‘health halo’ studies, which focused on the perceptions associated with organic labels, this study investigated the influence of organic labels on behavior and post‐consumption evaluations. Fifty‐four subjects, ages 20 to 28, were presented with cookies and potato chips labeled either ‘organic’ or ‘non‐organic.’ After consuming them, subjects rated the snacks based on a number of sensory, nutritional, and value dimensions. Participants consuming snacks labeled ‘organic’ reported higher levels of taste experience (p=.011), appearance ratings (p=.023), and estimated nutritional values (p=.006) than those who consumed snacks without the label. By generating a more positive consumption experience, such labels may stimulate greater consumption of organic foods overall—including foods which are not necessarily healthy or nutritious. Interestingly, the participants most influenced by such labels also self‐reported higher preferences of recycling (r=.477, p=.01) and a greater appreciation of nature (r=.413, p=.036). Identifying those segments particularly susceptible to these labels may serve as accurate predictors of post‐consumptive behavior. Grant Funding Source: none