Why eco-labelled coffee is a con... | Coffee News | Scoop.it

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."

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Via Leona Ungerer