Consumer Taste Beliefs Impact Organic Specialty Baked Good Pricing

Authors

Tatiana Drugova, Utah State UniversityFollow
Kynda R. Curtis, Utah State UniversityFollow

Document Type

Factsheet

Publisher

Utah State University Extension

Publication Date

2-28-2023

First Page

1

Last Page

5

Abstract

In this fact sheet, we discuss how consumer taste beliefs related to organic specialty baked goods differ from their taste beliefs for conventional specialty baked goods, and whether this difference affects the amount consumers are willing to pay for organic-labeled specialty baked goods. In other words, we examine how an organic label on baked goods affects taste perceptions and willingness to pay (WTP). Further, we examine whether providing information about organic labeling standards changes consumer taste beliefs and impacts WTP for organic baked goods. Finally, we examine the impact of providing taste information to mimic scenarios where respondents know the actual taste, to examine if the provided taste information can compensate for negative taste beliefs. The analysis used three different specialty baked goods—bread loaf, croissant, and large cookie.

Recommended Citation

Drugova, T., & Curtis, K. (2023). Consumer taste beliefs impact organic specialty baked good pricing [Fact sheet]. Utah State University Extension.