Attitudes to organic labels depend on consumers’ values

Labeling food as "organic" may not always lead to a positive impression, according to a recent Cornell study. The research, published Nov. 27 online in the journal Appetite, flips the notion of a "halo" effect for ethical food labels. A halo effect refers to a phenomenon where a label leads consumers to have a positive opinion - and in the case of an organic label, a healthful impression - of those foods. This research finds that such positive impressions are partly based on the personal values of a consumer. The two-part study found that some conditions can produce a negative impression of organic labels among consumers, due to the consumer's values. In the first part, Jonathon Schuldt, Cornell assistant professor of communication, and Mary Hannahan, a student at the University of Michigan, asked 215 students whether they thought organic food was healthier and also tastier than conventional food.