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Utah State University Extension

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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.



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