Study finds Fair Trade logo boosts consumer’s willingness to pay…. #foodies #foodie #fairtrade

http://phys.org/news/2015-08-fair-logo-boosts-consumer-willingness.html <<full story

Consumers are attracted to products featuring the Fair Trade logo, according to new research conducted at the University of Bonn.

The study found that participants were willing to pay on average 30 percent more for fair trade goods when compared to their conventional counterparts.

Consumers were willing to buy a great variety of products featuring the logo, which reportedly helps them identify with the brand quickly and easily.

However, the researchers at University of Bonn found people that viewed the logo had increased activity in specific brain regions, including regions important for reward processing. The frontal regions, with the ventromedial prefrontal cortex in particular, are the most important in determining a person’s willingness to pay the premium, reports Phys.org.

Courtesy Specialty Food News

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