So, do you think that labeling something “organic” will have a positive effect on how consumers view it? (Ok, pretend the consumer is someone other than me…)
As you might suspect, the answer is, it depends.
A study found: “…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.” (Source: Ag Weekly Online)
It isn’t always a good thing to label something organic. “It’s not the case that you can label a food organic and expect that everyone will perceive it more positively. Under certain circumstances, ethical labels could have an unintended backfire effect.” Because I know personally, I won’t buy something if it has the organic label on it.
Not surprising: a consumer’s view of “organic” produce will be influenced by their values. People that consider themselves pro-environment (however misguided they may be) will see organic as a good thing. Or vice versa. It’s called the “halo” effect. Essentially, we see what we want to see.
Is this why no amount of science, data, research, or common sense can change some people’s opinions on organic food, GMOs, or animal agriculture?
We only see what we want to see. Then again, if someone like Mark Lynas can change his mind, there may still be hope.
(For more on the study click here.)
Image courtesy of FreeDigitalPhotos.net.