Informed Consumers Won’t Pay More For ‘Natural’

By: Greg Henderson

Consumers are willing to pay more for steak labeled “natural,” unless they know the definition of “natural.”

Researchers at Arizona State University asked 663 beef eaters about their willingness to pay for steak labeled with different attributes: natural, grass-fed or corn-fed, fed without genetically modified feed and produced without growth hormones or antibiotics. Half of the participants were provided with the definition of natural and half were not. Continue reading