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Who Needs Cream and Sugar When There Is Eco-Labeling? Taste and Willingness to Pay for "Eco-Friendly" Coffee
Linköping University, Department of Behavioural Sciences and Learning. Linköping University, Faculty of Arts and Sciences. University of Gavle, Sweden .
University of Chicago, IL 60637 USA .
University of Gavle, Sweden .
University of Gavle, Sweden .
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2013 (English)In: PLoS ONE, ISSN 1932-6203, E-ISSN 1932-6203, Vol. 8, no 12Article in journal (Refereed) Published
Abstract [en]

Participants tasted two cups of coffee, decided which they preferred, and then rated each coffee. They were told (in lure) that one of the cups contained "eco-friendly" coffee while the other did not, although the two cups contained identical coffee. In Experiments 1 and 3, but not in Experiment 2, the participants were also told which cup contained which type of coffee before they tasted. The participants preferred the taste of, and were willing to pay more for, the "eco-friendly" coffee, at least those who scored high on a questionnaire on attitudes toward sustainable consumer behavior (Experiment 1). High sustainability consumers were also willing to pay more for "eco-friendly" coffee, even when they were told, after their decision, that they preferred the non-labeled alternative (Experiment 2). Moreover, the eco-label effect does not appear to be a consequence of social desirability, as participants were just as biased when reporting the taste estimates and willingness to pay anonymously (Experiment 3). Eco labels not only promote a willingness to pay more for the product but also lead to a more favorable perceptual experience of it.

Place, publisher, year, edition, pages
Public Library of Science , 2013. Vol. 8, no 12
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Engineering and Technology
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URN: urn:nbn:se:liu:diva-102846DOI: 10.1371/journal.pone.0080719ISI: 000327949300040OAI: oai:DiVA.org:liu-102846DiVA: diva2:683844
Note

Funding Agencies|University of Gavle, Sweden||

Available from: 2014-01-07 Created: 2014-01-02 Last updated: 2017-12-06

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Sörqvist, Patrik

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