Who needs cream and sugar when there is eco-labeling? Taste and willingness to pay for "eco-friendly" coffee

The physiological mechanisms underlying consumer preferences towards organic food

Previous research has shown that organic food labeling may lead consumers to biased processing of their preferences, the physiological mechanisms behind this phenomenon are not understood. For the first time, this manuscript combines consumer valuation and physiological measures to investigate the explicit and implicit preference dimensions of organic food. The explicit dimension was measured using the expected and actual degree of liking of two identical - but differently labeled - pear juices (organic and non-organic) while the implicit dimension was measured using the activity of the mylohyoid muscle (MM) and the 3D kinematics of the hand, and arm movements. Our findings reveal that the MM was activated during the pre-action phase, where participants observed the organic-labeled product, which suggests a selective anticipatory motor preparation. Moreover, kinematic analyses indicated that participants reached for the organic-labeled pear juice with a shorter reaction time and with more targeted grasping movements compared to the non-organic-labeled juice. In addition, the presence of the organic label significantly influenced consumers' degree of liking. Using this novel approach, these results contribute to a better understanding of the physiological mechanisms underlying consumers' behaviors toward organic food products.

Morally "loaded" labels in the built environment influence perceptions and social judgments

Products and artifacts with morally loaded labels (e.g., environmentally friendly) appear to influence people's perceptions and behaviors. Previous studies have shown that desktop lamps labeled "environmentally friendly" can enhance perceived color discrimination and improve certain reading activities compared to a physically identical lamp labeled "conventional." This effect may occur because people tend to align their behavior with moral principles. The present study explored the generalizability and robustness of this label effect by asking participants to make trait judgments of photographed faces. In an experimental design, participants evaluated photos illuminated by a desktop lamp that was either labeled environmentally friendly or not labeled at all. The results revealed that participants assigned more positive traits to individuals in the photographs when the lamp was labeled "environmentally friendly," particularly those with high altruistic values. The pattern was reversed for participants with low altruistic values. Moreover, participants rated the light from the lamp labeled "environmentally friendly" as more comfortable and claimed that the light increased (perceived) visibility. In conclusion, the source of the light-whether from an environmentally friendly or conventional lamp-affects both the evaluation of the light itself and the judgments made about other individuals. This study explores theoretical explanations for these label effects and discusses their potential implications for pro-environmental interventions.

Strengths and weaknesses of food eco-labeling: a review

Food labeling is increasingly expanding and adding more information to the food package. There is strong evidence about nutrition labeling effectiveness in driving food choice, especially if displayed in the front of package (FoP). Despite the growing attention to nutrition and sustainable diets, few countries have implemented sustainable labels or eco-labels that could address economic, social and/or environmental concerns. Implementing new techniques of eco-labeling emerges as a consumer-focused solution. However, evidence of the effectiveness of eco-labeling in driving consumers' choices is heterogeneous and not univocal. Thus, this review aims to summarize the evidence about the effectiveness of FoP eco-labeling in driving food choice and provide a reference framework of the eco-labeling initiatives relative to food package labeling. This narrative review addresses both the potential benefits as well as the main concerns that arise from the use of eco-labels. Although eco-labeling seems to provide a series of sustainability benefits for producers and consumers, the implementation of such policies should take into consideration potential trade-offs and inter-sectorial coordination to obtain bigger impacts, assuming that a policy itself cannot transform the whole food system. Eco-labeling could be encouraged and implemented within a set of policies shaping sustainable food systems.

Health- or Environmental-Focused Text Messages to Increase Consumption of a Sustainable Diet among Young Adults: Importance of Expected Taste

Taste is a frequently cited barrier to the greater adoption of plant-based foods, a dietary pattern associated with both health and environmental benefits. To examine the role of expected taste in promoting greater adoption of plant-based foods, we examined the impact of a text-message intervention on the expected taste of both meat- and plant-protein foods. Young adults (n = 159) were randomly assigned to receive either health- or environment-focused text messages twice a week for eight weeks. Study measures (pre- and post-) included dietary recalls, the expected tastiness of meat- and plant-protein images and plant-based diets, consumption intention, and person-related factors such as moral satisfaction and the subjective norms of plant-based eating and health and environmental values. Participants rating plant-protein foods tastier at baseline were more likely to report higher actual (p < 0.001) and intended (p = 0.017) consumption of plant proteins following the intervention. While text messages had a limited effect on altering the expected taste of specific plant-protein foods, the messages did elevate the expected tastiness of plant-based diets. Baseline person-related factors positively predicted changes in expected tastiness of plant-based diets. Messages promoting plant-based foods may be more effective if these foods are first perceived as tasty. Furthermore, incorporating person-related considerations into messaging strategies may improve the expected taste of plant-based foods.

Sustainable coffee capsule consumption: Understanding Italian consumers' purchasing drivers

Introduction

Coffee is among the most appreciated beverages by consumers globally. Single serve coffee market expands and is highly profitable, but coffee in capsules (CIC) raises a major issue of environmental sustainability. The coffee industry aims to expand the CIC sales and to reduce capsule environmental impact and waste. To better define a sustainability-oriented strategy, the coffee industry needs to understand how to approach different socio-economic consumer groups. Thus, this study aims to explore consumers' perception and awareness of sustainable CIC, with specific attention on consumers' socio-economic characteristics.

Methods

The study interviewed a sample of 261 Italian consumers. Data elaboration includes four main steps: a cluster analysis leading to three socio-economic groups, a factor and structural equation modeling to confirm the factors and the relation between CIC sustainability and quality factors, and a multinomial logistic regression to examine the factors that drive the likeliness of consumers' willingness to purchase sustainable CIC.

Results

Results support that all groups of consumers value sustainability attribute as main CIC purchasing decision driver. The sustainability factor does not show any significance on the explanation of the CIC quality factor. Consumer perception of the CIC sustainability is not affected by age, income, level of education, and gender.

Conclusion

This study provides preliminary insights for sustainable CIC production and consumption.

This cookie will save the planet! The effect of a private sustainability claim on consumers' expectations

Current study investigates whether a private, sustainability claim has an impact on individuals' sensory and non-sensory expectations (halo effect) and quantifies such impact on individual monetary preferences. An incentive-compatible artefactual field experiment was performed by recruiting regular buyers and consumers of the investigated product (cookies). Results reveal that the sustainable agriculture claim generates high (unrelated) expectations and a statistically significant premium price compared to the conventional counterpart. Additionally, these expectations, together with respondents' trust in the claim, are the drivers of the price premium. Findings suggest the need for policy makers and consumer advocates to scrutinize the potential drawbacks of private sustainability claims on food products.

Nutrition claims influence expectations about food attributes, attenuate activity in reward-associated brain regions during tasting, but do not impact pleasantness

INTRODUCTION

Nutrition claims are one of the most common tools used to improve food decisions. Previous research has shown that nutrition claims impact expectations; however, their effects on perceived pleasantness, valuation, and their neural correlates are not well understood. These claims may have both intended and unintended effects on food perception and valuation, which may compromise their effect on food decisions.

METHODS

We investigated the effects of nutrition claims on expectations, perceptions, and valuation of milk-mix drinks in a behavioral (n = 110) and an fMRI (n = 39) study. In the behavioral study, we assessed the effects of a "fat-reduced" and a "protein-rich" nutrition claim on expected and perceived food attributes of otherwise equal food products. In the fMRI study, we investigated the effect of a "protein-rich" claim on taste pleasantness perception and valuation, and on their neural correlates during tasting and swallowing.

RESULTS

We found that both nutrition claims increased expected and perceived healthiness and decreased expected but not perceived taste pleasantness. The "protein-rich" claim increased expected but not perceived satiating quality ratings, while the "fat-reduced" claim decreased both expected and perceived satiating quality ratings. In the absence vs. presence of the "protein-rich" claim, we observed an increased activity in a cluster extending to the left nucleus accumbens during tasting and an increased functional connectivity between this cluster and a cluster in right middle frontal gyrus during swallowing.

CONCLUSION

Altogether, we found that nutrition claims impacted expectations and attenuated reward-related responses during tasting but did not negatively affect perceived pleasantness. Our findings support highlighting the presence of nutrients with positive associations and exposure to foods with nutrition claims to increase their acceptance. Our study offers insights that may be valuable in designing and optimizing the use of nutrition claims.

Can new healthy luxury food products accelerate short food supply chain formation via social media marketing in high-income countries?

Social media marketing is a promising tool for successful product placement of new healthy luxury food products, a subcategory of superfoods. Despite its growing popularity, no studies have investigated how social media marketing affects consumers' quality perception process for such superfoods and whether this provides opportunities for farmers to gain a competitive advantage in direct marketing channels. Therefore, we integrate media richness theory into the food quality guidance model, compile a data set of 697 German fruit consumers from May to June 2020, and analyze this sample via partial least square analysis. Results show that social media marketing is a viable tool for new healthy luxury food products if media content is highly experience providing. Furthermore, it offers opportunities for the formation of shorter food supply chains as farmers could, through the provision of engaging social media marketing content, sell new healthy luxury food products directly to the final consumer. This research provides implications to farmers, retailers and policy makers to exploit the social media marketing potential of new healthy luxury food products.

Geospatial Fluid Milk Processing Preferences: Is Consumer Taste Perception the Key Factor?

Consumption of ultrapasteurized milk is marked by extensive global variability; in the U.S. and U.K., less than 10% of fluid milk is marketed as ultrapasteurized, compared to >80% in France, Spain and Portugal. Fluid milk taste perception amongst U.S. consumers is that high-heat treatment of milk, as in ultrapasteurization, generates undesirable differences in taste compared to low-temperature/conventional pasteurized treatment. Although highly trained experts can distinguish characteristics in controlled studies, it remains unknown if general consumers can detect a difference or are subject to confirmation bias. In testing sensory perception in a defined untrained population, our findings indicate that the general consumer is unable to distinguish ultrapasteurized from pasteurized milk. On this basis, we conclude that presumptive “consumer taste perception” that speciously impacts fluid milk processing types in the U.S. market precludes noted benefits to ultrapasteurization not only in flexibility for storage and distribution, but also in reduction of public health risks.

Halo Effect and Source Credibility in the Evaluation of Food Products Identified by Third-Party Certified Eco-Labels: Can Information Prevent Biased Inferences?

Despite the growing awareness of the need to promote the consumption of organic food, consumers have difficulties in correctly identifying it in the market, making frequent cognitive mistakes in the evaluation of products identified by sustainability labels and claims. This work analyzes the halo effect and the source credibility bias in the interpretation of product attributes based on third-party certified labels. It is hypothesized that, regardless of their specific meaning, official labels lead consumers to infer higher environmental sustainability, quality and price of the product, due to the credibility attributed to the certifying entity. It also examines the extent to which providing the consumer with accurate labeling information helps prevent biased heuristic thinking. An experimental between-subject study was performed with a sample of 412 Spanish business students and data were analyzed using partial least squares. Findings revealed that consumers tend to infer environmental superiority and, consequently, higher quality in products identified by both organic and non-organic certified labels, due to their credibility. Label credibility was also associated with price inferences, to a greater extent than the meaning attributed to the label. Interestingly, providing accurate information did not avoid biased heuristic thinking in product evaluation.

A Preliminary Investigation of the Effect of Ethical Labeling and Moral Self-Image on the Expected and Perceived Flavor and Aroma of Beer

Ethical labelling has been shown to influence taste/flavour perception. Across two experiments, the present study examined how ethical labelling and moral self-image influenced both the expected (Experiment One) and perceived (Experiment Two) taste/flavour characteristics of beer. In Experiment One, 170 participants read either a ‘moral’ or ‘control’ label describing a brewery, after which they were presented with an image of a beer. Participants then completed a Beer Taste Perception Questionnaire and the Moral Self-Image Scale. In Experiment Two, 59 participants were exposed to either the moral or control label before tasting a beer and completing the same questionnaires from Experiment One. The results of Experiment One indicated that label type moderated the relationship between moral self-image and the intensity ratings of the beer. Specifically, in the presence of a control label, the expected intensity of the beer’s flavour increased as moral self-image increased. Experiment Two found no evidence that the moral label influenced the perceived taste of the beer. However, the results showed that as moral self-image became more positive the perceived refreshingness of the beer increased. This study provides novel evidence of the potential relationship between an individual’s moral self-image and the expected and perceived taste/flavour characteristics of beer.

"Tobacco and Water": Testing the Health Halo Effect of Natural American Spirit Cigarette Ads and Its Relationship with Perceived Absolute Harm and Use Intentions

In 2015, the FDA formally warned Santa Fe Natural Tobacco Company that their "natural" and "additive-free" claims for its Natural American Spirit cigarettes conveyed reduced harm to consumers. In a settlement, Santa Fe was allowed to continue using the word "natural" in the brand name and the phrase "tobacco and water". The company also uses eco-friendly language and plant imagery and these tactics have also been shown to communicate reduced product harm. In this study, we propose the health halo effect as an overarching framework for explaining how these ad tactics mislead consumers in an effort to provide more comprehensive guidance for regulatory action. In a between-subjects experiment, 1,577 US young adults, ages 18-24, were randomly assigned to view one of five Natural American Spirit cigarette ads featuring either: 1) eco-friendly language; 2) plant imagery; 3) the phrase "tobacco and water"; 4) all of these tactics; or 5) a control condition featuring none of these tactics. In line with past research, ads with the phrase "tobacco and water" or with all the tactics together (vs. control) created a health halo effect, increasing perceptions that Natural American Spirit cigarettes were healthier and had less potential to cause disease; these tactics also had an indirect positive effect on smoking intentions through reduced perceptions of the brand's potential to cause disease and perceived absolute harm. Inconsistent with prior work, the eco-friendly language and plant imagery (vs. control) reduced healthfulness perceptions, increased perceptions of absolute harm, and had an indirect negative effect on smoking intentions. We contribute to past research showing that Natural American Spirit cigarette ad tactics mislead consumers. Inconsistent findings are explained in terms of stimuli design and processing of message features, indices of relative message persuasiveness, and multiple versus single-message designs.

Sonic Seasoning and Other Multisensory Influences on the Coffee Drinking Experience

The coffee drinking experience undoubtedly depends greatly on the quality of the coffee bean and the method of preparation. However, beyond the product-intrinsic qualities of the beverage itself, there are also a host of other product-extrinsic factors that have been shown to influence the coffee-drinking experience. This review summarizes the influence of everything from the multisensory atmosphere through to the sound of coffee preparation, and from the typeface on the coffee packaging through the drinking vessel. Furthermore, the emerging science around sonic seasoning, whereby specific pieces of music or soundscapes, either pre-composed or bespoke, are used to bring out specific aspects in the taste (e.g., sweetness or bitterness) or aroma/flavor (nutty, dark chocolate, dried fruit notes, etc.) of a coffee beverage is also discussed in depth. Relevant related research with other complex drinks such as beer and wine are also mentioned where relevant.

Specialty Coffee Shops in Mexico: Factors Influencing the Likelihood of Purchasing High-Quality Coffee

This study models the purchasing behavior of specialty coffee by 114 coffee shops across 15 cities in nine states in Mexico. Simple and multilevel mixed-effects logistic models are tested. Our models extend the framework used in prior research. We model the purchase of specialty coffee as a function of: (a) material attributes, (b) symbolic attributes, (c) coffee shop characteristics, (d) profile of the coffee shop’s owner, and (e) socio-economic variables of the cities where the coffee shops were located. Overall, our results are consistent with expectations developed from the coffee literature. That is, the likelihood of purchasing specialty coffee increases when: coffee’s aroma drives the purchase, coffee purchased is from the state of Oaxaca, the coffee shop has a value-added business model, the coffee shop is diversified selling both ground coffee and coffee drinks, the coffee shop owner’s knowledge on coffee supply chain activities is high, and the coffee shop is located in a city with a higher education index. In contrast, the likelihood of purchasing specialty coffee decreases when a coffee professional tastes the coffee before the purchase, when coffee shops are not given the opportunity to roast their own coffee, and in coffee shops located in larger cities. Overall, our research suggests that the specialty coffee niche in Mexico has some elements required for this segment to transition from a supply chain approach to a value-based supply chain approach. This might be particularly beneficial for smallholder coffee growers, who despite several constraints contribute to the sustainability of coffee supply chains.

Towards sustainable urban food systems: Analyzing contextual and intrapsychic drivers of growing food in small-scale urban agriculture

Small-scale urban agriculture is associated with positive health and environmental outcomes. Previous studies examined factors that drive people to grow foods in urban areas mainly drawing on qualitative data. This research investigates quantitatively what determines consumer preferences for growing foods in community gardens, informing efforts to upscale urban agriculture. We conducted choice experiments in North America and performed latent class analysis of contextual and intrapsychic factors affecting consumers' preferences for growing foods in cities. Results show that providing tools and guidance are the most important contextual factors affecting community garden participation. The preferences of proponents of growing foods are explained by their high subjective knowledge about growing foods and reasons tied to the benefits of participating in community gardening. Opponents of growing foods at community gardens are characterized by low knowledge. The findings can be used to design policies that promote sustainable food systems in urban areas.

Understanding American premium chocolate consumer perception of craft chocolate and desirable product attributes using focus groups and projective mapping

Craft chocolate is a relatively new and fast-growing segment of the American chocolate market. To understand American premium chocolate consumer perception of craft chocolate and desirable chocolate product attributes, we conducted a mixed-methods study using focus groups and projective mapping. Projective mapping revealed that participants segmented products in terms of quality based upon usage occasion rather than cost or other factors. We found that American premium chocolate consumers use search attributes such as segmentation, price, availability, and packaging as quality determinants. Additionally, they desire credence attributes that convey trust through, for example, the presence or absence of sustainability certifications, or a semblance of meaning. Premium chocolate consumers seek out experience attributes such as utility and/or joy, which are achieved by purchasing a chocolate product as a gift, for its nostalgic purposes, or for desired post-ingestive effects. We propose a Desirable Chocolate Attribute Concept Map to explain our findings.

Enabling Relationships with Nature in Cities

Limited exposure to direct nature experiences is a worrying sign of urbanization, particularly for children. Experiencing nature during childhood shapes aspects of a personal relationship with nature, crucial for sustainable decision-making processes in adulthood. Scholars often stress the need to ‘reconnect’ urban dwellers with nature; however, few elaborate on how this can be achieved. Here, we argue that nature reconnection requires urban ecosystems, with a capacity to enable environmental learning in the cognitive, affective and psychomotor domains, i.e., learning that occurs in the head, heart and hands of individuals. Drawing on environmental psychology, urban ecology, institutional analysis and urban planning, we present a theoretical framework for Human–Nature Connection (HNC), discuss the importance of nurturing HNC for children, elaborate on the role of property-rights and the importance of creating collective action arenas in cities for the promotion of urban resilience building. As values and environmental preconceptions underly environmental behavior, there are limits to achieving HNC in cities, as presumptive sentiments toward nature not always are positive. We end by discussing the role of new digital technologies in relation to HNC, and conclude by summarizing the major points brought forward herein, offering policy recommendations for HNC as a resilience strategy that can be adopted in cities throughout the world.

The Nutritional Quality of Organic and Conventional Food Products Sold in Italy: Results from the Food Labelling of Italian Products (FLIP) Study

The market for organic products is growing rapidly, probably attributable to the general customer perception that they are healthier foods, with a better nutritional profile than conventional ones. Despite this, the available studies show limited differences in the nutrient profile of organically and conventionally primary food products. Apart from this literature, no studies have focused on the nutrition profile of commercially prepacked foods. Thus, the aim of the present survey was to compare the nutritional quality intended as nutrition facts of organic and conventional prepacked foods sold in Italy. A total of 569 pairs of prepacked products (organic and their conventional counterparts) were selected from nine food categories sold by online retailers. By comparing organic and conventional products in the “pasta, rice and other cereals” category, the former were lower in energy, protein, and higher in saturates compared to the latter. Organic “jams, chocolate spreads and honey” products were lower in energy, carbohydrates, sugars and higher in protein than their regular counterparts. No differences were found for energy, macronutrients and salt for other categories. Therefore, based on the mandatory information printed on their packaging, prepacked organic products are not of a superior nutritional quality than conventional ones, with just a few exceptions. Consequently, the present study suggests that organic certification cannot be considered an indication of better overall nutritional quality. Further studies examining the nutritional quality of organic foods, taking into account the ingredients used, might better explain the results obtained.

Assuming the Best: Individual Differences in Compensatory “Green” Beliefs Predict Susceptibility to the Negative Footprint Illusion

Recent years have seen a marked increase in carbon emissions despite pledges made by the international community at the Paris Accord in 2015 to reduce fossil fuel production and consumption. Rebound effects could contribute to this phenomenon as, in which attempts to curb carbon emissions might have inadvertently led to an upswing in fossil fuel usage. The present study hypothesizes that rebound effects are driven by a misapplication of compensatory balancing heuristics, with the unintended outcome of producing inaccurate estimates of the environmental impact of “green” or environmentally friendly labelled products or behaviors. The present study therefore aims to investigate the relationship between participants’ degree of compensatory thinking (e.g., “Recycling compensates for driving a car”) and their susceptibility to the Negative Footprint Illusion, a widely replicated phenomenon demonstrating that the presence of “green” products biases carbon footprint estimations. One hundred and twelve participants were asked to complete a 15-item Compensatory Green Beliefs scale and to estimate the total carbon footprint of a set of 15 conventional houses, followed by a set that included 15 “green” houses in addition to 15 conventional houses. Results indicated that participants, on average, believed that the “green” houses were carbon neutral, and that susceptibility to the Negative Footprint Illusion was predicted by performance on the Compensatory Green Beliefs scale. This is the first study confirming that individual differences in cognitive processes (i.e., Compensatory Green Beliefs) are indeed related to inaccurate estimates of “green” products, providing a foundation for further investigation of the influence of “green” and compensatory beliefs on carbon footprint estimates.

Achieving Healthy and Sustainable Diets: A Review of the Results of Recent Mathematical Optimization Studies

Climate protection and other environmental concerns render it critical that diets and agriculture systems become more sustainable. Mathematical optimization techniques can assist in identifying dietary patterns that both improve nutrition and reduce environmental impacts. Here we review 12 recent studies in which such optimization was used to achieve nutrition and environmental sustainability aims. These studies used data from China, India, and Tunisia, and from 7 high-income countries (France, Finland, Italy, the Netherlands, Sweden, the United Kingdom, and the United States). Most studies aimed to reduce greenhouse gas emissions (10 of 12) and half aimed also to reduce ≥1 other environmental impact, e.g., water use, fossil energy use, land use, marine eutrophication, atmospheric acidification, and nitrogen release. The main findings were that in all 12 studies, the diets optimized for sustainability and nutrition were more plant based with reductions in meat, particularly ruminant meats such as beef and lamb (albeit with 6 of 12 of studies involving increased fish in diets). The amount of dairy products also tended to decrease in most (7 of 12) of the studies with more optimized diets. Other foods that tended to be reduced included: sweet foods (biscuits, cakes, and desserts), savory snacks, white bread, and beverages (alcoholic and soda drinks). These findings were broadly compatible with the findings of 7 out of 8 recent review articles on the sustainability of diets. The literature suggests that healthy and sustainable diets may typically be cost neutral or cost saving, but this is still not clear overall. There remains scope for improvement in such areas as expanding research where there are no competing interests; improving sustainability metrics for food production and consumption; consideration of infectious disease risks from livestock agriculture and meat; and researching optimized diets in settings where major policy changes have occurred (e.g., Mexico's tax on unhealthy food).

Personality traits and preferences for specialty coffee: Results from a coffee shop field experiment

The market for specialty coffee is growing as consumer preferences for high quality coffee become more complex. Identifying the sources of heterogeneity in consumer preferences for specialty coffee is essential to optimizing producer marketing strategies to ensure they both fully capitalize on and satisfy consumer demand. One source of increasing interest is consumer personality profiles, specifically those categorized by the Big Six personality traits. We use the Midlife Development Inventory to investigate the effect of consumer personality traits on willingness to pay for coffee produced by farmer cooperatives. Results from a field experiment using a Becker-DeGroot-Marschak mechanism indicate that, on average, consumers are willing to pay a $1.31 premium for a cup of pour over coffee that was produced by a cooperative member farmer. Consumers exhibiting the extraversion and conscientiousness traits were, on average, willing to pay an even higher premium while those with higher levels of agency had a lower willingness to pay. Results further highlight that sociodemographic characteristics do not always drive consumer purchase decisions and, in the absence of significant sociodemographic influence, intrinsic consumer characteristics like personality traits can better explain preferences.

Consumers' Perceptions of Coffee Health Benefits and Motives for Coffee Consumption and Purchasing

Coffee is popular worldwide and consumption is increasing, particularly in non-traditional markets. There is evidence that coffee consumption may have beneficial health effects. Consumers' beliefs in the health benefits of coffee are unclear. The study aimed at analyzing consumers' perceptions of coffee health benefits, consumption and purchasing motives of coffee consumers with positive perceptions of coffee health benefits, and willingness to pay for coffee with associated health claims. Data were collected through a face-to-face survey with consumers, resulting in a convenience sample of 250 questionnaires valid for data elaboration. Results were elaborated with factor analysis and logistic regression analysis. Findings revealed that a relevant minority of consumers believed that coffee could have positive health effects. The consumer with a positive perception of coffee health benefits is mostly male, young, works, is familiar with non-espresso-based coffee, consumes a limited amount of coffee (generally not for breakfast and often in social settings), and buys coffee at retail outlets. Consumers drink coffee for its energetic and therapeutic effects. Coffee consumption is still price-driven, but consumers are interested in purchasing coffee with associated health claims. There is the opportunity to improve the perception of coffee health benefits in consumers' minds.

Environmental-friendly Eco-labeling Matters: Evidences From an ERPs Study

Nowadays, the international community is becoming increasingly concerned about the sustainable utilization of natural resources. In order to protect the environment and reward sustainable practices, eco-labeling that signifies the environmental friendliness of the labeled food is already widely promoted in many regions around the world. Thus, it is of great importance for researchers to study consumers’ attitudes toward eco-labeled food as food is supposed to satisfy consumers’ needs. This study employed the event-related potentials (ERPs) approach to investigate consumers’ attitudes toward eco-labeled food by comparing their neural processing of visual stimuli depicting eco-labeled and non-labeled food. Our results showed that behaviorally, participants preferred to buy eco-labeled food rather than non-labeled one. At the neural level, we observed markedly smaller P2 and N2 amplitudes when pictures of eco-labeled food were presented. Furthermore, we also found that amplitudes of P2 were negatively correlated with participants’ purchase intention. Therefore, our current findings suggest that, while the environmental-friendly eco-labeling was not to one’s own interests, it might still be evocative, which induce consumers’ positive emotion, bring less cognitive conflict to the purchase decision-making and then result in a greater purchasing intention. This effect might be the result of the delivered value of social desirability.

Biotechnology to sustainability: Consumer preferences for food products grown on biodegradable mulches

This study evaluates consumer preferences for an agricultural product grown on biodegradable mulch film, which is an environmentally friendly soil cover that sustains plant growth, but that avoids the environmental harm of plastic pollution from non-biodegradable mulches in the field or upon disposal. Using a dichotomous-choice contingent valuation method, we assessed the willingness to pay for strawberries grown on biodegradable mulch with a randomized information treatment on 1510 consumers across different regions of the United States. On average, consumers are willing to pay 10.3% more for food -strawberries in our case- grown on biodegradable mulches. Consumers who are female, earn a higher income, have stronger environment-friendly attitudes, or received the information treatment on the benefits of biodegradable mulches, also expressed more willingness to pay a premium price for strawberries grown on biodegradable mulches. Our findings support that consumers are willing to internalize a price premium for food products on biodegradable mulches, suggesting that agricultural producers could realize private benefits from price premiums that could, in turn, generate social benefits by increasing biodegradable mulch use, leading to a reduction of plastic pollution. By providing empirical evidence on the potential adoption of biotechnology in the food production system, our results allow agricultural crop producers to make more informed decisions on growing and pricing strategies. Our research will also facilitate agricultural scientists and policymakers to articulate industry-supporting policies for sustainable development.

Coffee consumption and purchasing behavior review: Insights for further research

This paper presents a systematic literature review of consumer research towards coffee with the objective to identify and categorize motives, preferences and attributes of coffee consumption and purchasing behavior. Research papers were analyzed in terms of main characteristics and components (study type, research methodology, sampling, and product type). The review gives a systematic overview of the heterogeneous group of concepts and approaches that have been used so far to examine consumer behavior towards coffee. Results provide a model of key determinants for coffee consumption that can be grouped into the categories, (1) personal preferences, (2) economic attributes, (3) product attributes, (4) context of consumption, and (5) socio-demographics. The findings also show that there is a strong focus on coffee sustainability.

Are Mental Biases Responsible for the Perceived Comfort Advantage in “Green” Buildings?

Previous research has shown that merely calling an indoor environment environmentally certified will make people favor that environment over a conventional alternative. In this paper we explore whether this effect depends on participants deliberately comparing the two environments, and whether different reasons behind the certification influence the magnitude of the effect. In Experiment 1, participants in a between-subjects design assigned higher comfort ratings to an indoor environment that had been labeled “environmentally certified” in comparison with the exact same indoor environment that was unlabeled, suggesting that the effect arises even when participants do not compare the two environments when making their estimates. The results from Experiment 2 indicate that climate change mitigation (as the reason for the certification) is a slightly better trigger of the effect compared to climate change adaptation. The results suggest that studies on psychological effects of “green” buildings should experimentally control for the influence from participants’ judgmental biases.

Associating a product with a luxury brand label modulates neural reward processing and favors choices in materialistic individuals

The present study investigated the extent to which luxury vs. non-luxury brand labels (i.e., extrinsic cues) randomly assigned to items and preferences for these items impact choice, and how this impact may be moderated by materialistic tendencies (i.e., individual characteristics). The main objective was to investigate the neural correlates of abovementioned effects using functional magnetic resonance imaging. Behavioural results showed that the more materialistic people are, the more they choose and like items labelled with luxury brands. Neuroimaging results revealed the implication of a neural network including the dorsolateral and ventromedial prefrontal cortex and the orbitofrontal cortex that was modulated by the brand label and also by the participants’ preference. Most importantly, items with randomly assigned luxurious brand labels were preferentially chosen by participants and triggered enhanced signal in the caudate nucleus. This effect increased linearly with materialistic tendencies. Our results highlight the impact of brand-item association, although random in our study, and materialism on preference, relying on subparts of the brain valuation system for the integration of extrinsic cues, preferences and individual characteristics.

Psychological Restoration Can Depend on Stimulus-Source Attribution: A Challenge for the Evolutionary Account?

Visiting or viewing nature environments can have restorative psychological effects, while exposure to the built environment typically has less positive effects. A classic view is that this difference in restorative potential of nature and built environments depends on differences in the intrinsic characteristics of the stimuli. In addition, an evolutionary account is often assumed whereby restoration is believed to be a hardwired response to nature’s stimulus-features. Here, we propose the novel hypothesis that the restorative effects of a stimulus do not entirely depend on the stimulus-features per se, but also on the meaning that people assign to the stimulus. Participants conducted cognitively demanding tests prior to and after a brief pause. During the pause, the participants were exposed to an ambiguous sound consisting of pink noise with white noise interspersed. Participants in the “nature sound-source condition” were told that the sound originated from a nature scene with a waterfall; participants in the “industrial sound-source condition” were told that the sound originated from an industrial environment with machinery; and participants in the “control condition” were told nothing about the sound origin. Self-reported mental exhaustion showed that participants in the nature sound-source condition were more psychologically restored after the pause than participants in the industrial sound-source condition. One potential interpretation of the results is that restoration from nature experiences depends on learned, positive associations with nature; not only on hardwired responses shaped by evolution.