COFFEE-DRINKERS reckon "eco friendly" coffee tastes better despite new research showing no one can actually tell the difference.
Results of a study in Sweden shows coffee consumers are willing to pay a premium for brews labelled "eco-friendly" because they're convinced it tastes better.
The University of Gavle and the University of Chicago have confirmed this with their own study published in PLOS One .
"An increasingly large number of products are marked with morally loaded labels such as 'fair-trade' and 'organically produced' - labels associated with social or environmental responsibility that speak to our conscience," the study says.
"'Moral' labelling serves as a marketing device for attracting consumers with preference for social fairness or environmental altruism and some individuals are indeed willing to pay a premium for labelled products."
Via Leona Ungerer