Food sustainability

Consumers Will Pay More Too

Products that presented themselves as eco-friendly are more widely liked by consumers. This can also be seen in the “better flavor” of sustainable products, recognized by participants in a Swedish study published in Plos One.

The experiment involved 44 people who were served two identical cups of coffee, the only difference being that one was described as being produced in total respect of the environment. 74% of volunteers pre-qualified as sensitive to environmental concerns in a previous questionnaire preferred the eco-friendly version. The rest of the sample group had no preference.

The study confirms that working and producing with sustainability in mind, and informing consumers transparently, strengthens business. Those who enjoyed the superior environmentally friendly taste were even open to paying more to buy products that respect the environment.