Following results of a study by the Cornell University Food and Brand Lab shows how labeling may stimulate purchase and consumption:
Fifty four college students were randomly assigned to try cookies that were labeled ‘organic’ or cookies that had no label. Both groups of cookies were in fact Organic Oreos, made with organic sugar and flour. Participants rated the nutritional, value, and sensory attributes of the cookies, and were also asked about their personal environmental awareness and behavior- e.g., whether they recycled, liked being outdoors as well as their shopping habits and nutrition consciousness.
Those who consumed ‘organic’ labeled cookies believed they had approximately 40 percent fewer calories, more fiber and were overall more appetizing in appearance, than those who consumed and rated the non-labeled cookies. Surprisingly, the participants who claimed to typically buy organic foods and regularly use nutrition facts labels were those who believed the ‘organic’ labeled cookies were better overall. Participants who claimed to enjoy nature as well as those who enjoy hiking and walking were also influenced by the labe l- but these groups tended to believe that the ‘organic’ cookies tasted less natural.
Those who consumed ‘organic’ labeled cookies believed they had approximately 40 percent fewer calories, more fiber and were overall more appetizing in appearance, than those who consumed and rated the non-labeled cookies. Surprisingly, the participants who claimed to typically buy organic foods and regularly use nutrition facts labels were those who believed the ‘organic’ labeled cookies were better overall. Participants who claimed to enjoy nature as well as those who enjoy hiking and walking were also influenced by the labe l- but these groups tended to believe that the ‘organic’ cookies tasted less natural.
