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Can Product Labeling Alter Taste?

Food and beverage packaging are scrutinized and marketing tactics are fully employed long before the products hit the shelves.

It is not a secret that product packaging can impact sales decisions, but can it make a difference in the way your cup of coffee tastes? According to a study investigating the subject, it may actually be a possibility.

Published in PLOS ONE, results from the article titled Who Needs Cream and Sugar When There Is Eco-Labeling? Taste and Willingness to Pay for “Eco-Friendly” Coffee showed some interesting consumer behavior. The study looked into whether or not coffee that was labeled as “ecofriendly” was a purchasing factor.

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