Organic Food Labeling and Consumer Perception: Empirical Evidence Etiquetado de alimentos ecológicos y percepción del consumidor: evidencia empírica
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Resumen
An impact analysis of consumer perceptions of organic food is proposed, using a quasi-experimental design in a Colombian region, where participants tasted four foods, with two types of labels: organic and conventional. A structural equation model was used to analyze the data, showing that organic labeling promotes healthier food perceptions, but not with better taste, verifying the halo effect by labeling organic products that are in fact conventional, for the following foods: brownie, oatmeal, natural yogurt and cookies, finding that even though all products were conventional, consumers assigned higher ratings to those with organic labels; especially for oatmeal, and crackers, also, brownie but not natural yogurt.
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Como citar
RUIZ, Felipe et al.
Organic Food Labeling and Consumer Perception: Empirical Evidence.
CIENCIA ergo-sum, [S.l.], v. 32, ago. 2024.
ISSN 2395-8782.
Disponible en: <https://cienciaergosum.uaemex.mx/article/view/21615>. Fecha de acceso: 25 jun. 2025
doi: https://doi.org/10.30878/ces.v32n0a4.
Sección
Ciencias sociales

Esta obra está bajo licencia internacional Creative Commons Reconocimiento-NoComercial-SinObrasDerivadas 4.0.
Citas
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organic food consumption: A review. British Food Journal, 111(10), 1140-1167. https://doi.
org/10.1108/00070700910992961
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human. Decision Processes, 50(2),
179-211.
Apaolaza, V., Hartmann, P., Echebarria, C., & Barrutia, J. M. (2017). Organic label’s halo effect on sensory and
hedonic experience of wine: A pilot study. Journal of Sensory Studies, 32(1), 1-11. https://doi.org/10.1111/
joss.12243
Bernard, J. C., & Liu, Y. (2017). Are beliefs stronger than taste? A field experiment on organic and local apples.
Food Quality and Preference, 61, 55-62. https://doi.org/10.1016/j.foodqual.2017.05.005
Bublitz, M. G., Peracchio, L. A., & Block, L. G. (2010). Why did I eat that? Perspectives on food decision making
and dietary restraint. Journal of Consumer Psychology, 20(3), 239-258. https://doi.org/10.1016/j.
jcps.2010.06.008
Cardello, H., Wolfson, J., Yufera-Leitch, M., Warren, L., & Spitz, M. (2013). Better-for-you foods: An opportunity
to improve public health and increase food industry profits. Washington D.C.: Hudson Institute. http://
www.hudson.org/content/researchattachments/attachment/1096/better_for_you_combinedfinal.pdf
Chandon, P., & Wansink, B. (2007). The biasing health halos of fast-food restaurant health claims: Lower calorie
estimates and higher side-dish consumption intentions. Journal of Consumer Research, 34(3), 301-314.
https://doi.org/10.1086/519499
Cueva, J., Sumba, N., & Villacrés-Beltrán, F. (2020). El marketing de influencias y su efecto en la conducta
de compra del consumidor millennial. Suma de Negocios, 11(25), 99-107. https://doi.org/10.14349/
sumneg/2020.V11.N25.A1
Darby, M. R., & Karni, E. (1973). Free competition and the optimal amount of fraud. Journal of Law and Economics,
16(1), 67-88.
Dimitri, C. (2002). Recent growth patterns in the US organic foods market (777). US Department of Agriculture,
Economic Research Service.
El-Hage Scialabba, N., & Müller-Lindenlauf, M. (2010). Organic agriculture and climate change. Renewable
Agriculture and Food Systems, 25(2), 158-169. https://doi.org/10.1017/S1742170510000116
European Union. (2007). Council Regulation (EC) No 834/2007 of 28 June 2007 on organic production
and labelling of organic products and repealing Regulation (EEC) No 2092/91. https://eur-lex.europa.
eu/eli/reg/2007/834/oj/eng
Escobedo Portillo, M. T., Hernández Gómez, J. A., Estebané Ortega, V., & Martínez Moreno, G. (2016).
Modelos de ecuaciones estructurales: Características, fases, construcción, aplicación y resultados.
Ciencia & Trabajo, 18(55), 16-22. https://doi.org/10.4067/S0718-24492016000100004
EunHa, J., & SooCheong, J. (2020). Kosher labelling in restaurants: Examining the healthy halo effect.
Journal of Foodservice Business Research, 23(1), 46-56. https://doi.org/10.1080/15378020
.2019.1671121
Fillion, L., & Arazi, S. (2002). Does organic food taste better? A claim substantiation approach. Nutrition
& Food Science, 32(4), 153-157. https://doi.org/10.1108/00346650210436262
Fiske, S. T. (1992). Thinking is for doing: portraits of social cognition from daguerreotype to laserphoto.
Journal of Personality and Social Psychology, 63(6), 877.
García de Leaniz, P., & Castro-González, S. (2023). Comportamiento del consumidor en relación a la
sostenibilidad. Cuadernos De Gestión, 23(1), 7-9. https://doi.org/10.5295/cdg.221853pm
Garmendia, M. L. (2007). Análisis factorial: una aplicación en el cuestionario de salud general de Goldberg,
versión de 12 preguntas. Revista Chilena de Salud Pública, 11(2), 57-65. https://revistasaludpublica.
uchile.cl/index.php/RCSP/article/view/3095/2963
Gerbens-Leenes, P. W., & Nonhebel, S. (2002). Consumption patterns and their effects on land required
for food. Ecological Economics, 42, 185-199. https://doi.org/10.1016/S0921-8009(02)00049-6
Grunert, K. G. (2002). Current issues in the understanding of consumer food choice. Trends in Food
Science & Technology, 13(8), 275-285. https://doi.org/10.1016/S0924-2244(02)00137-1
Hahnel, U. J. J., Arnold O., Waschto, M., Korcaj, L., Hillmann, K., Roser, D., & Spada, H. (2015). The
power of putting a label on it: green labels weigh heavier than contradicting product information
for consumers’ purchase decisions and post-purchase behavior. Frontiers in Psychology, 6(1392),
1-17. https://doi.org/10.3389/fpsyg.2015.01392
Harris, J. L., Bargh, J. A., & Brownell, K. D. (2009). Priming effects of television food advertising on
eating behavior. Health Psychology, 28(4), 404-413. https://doi.org/10.1037/a0014399
Hughner, R. S., McDonagh, P., Prothero, A., Shultz, C. J., & Stanton, J. (2007). Who are organic food
consumers? A compilation and review of why people purchase organic food. Journal of Consumer
Behaviour, 6(2-3), 94-110. https://doi.org/10.1002/cb.210
Janssen, M., & Hamm, U. (2012). Product labelling in the market for organic food: Consumer preferences
and willingness-to-pay for different organic certification logos. Food Quality and Preference,
25(1), 9-22.
Katz, D. L., & Meller, S. (2014). Can we say what diet is best for health? Annual Review of Public Health,
35, 83-103. https://doi.org/10.1146/annurev-publhealth-032013-182351
Katz, D. L., Njike, V. Y., Rhee, L. Q., Reingold, A., & Ayoob, K. T. (2010). Performance characteristics of
NuVal and the Overall Nutritional Quality Index (ONQI). American Journal of Clinical Nutrition,
91, 1102S-1108S. https://doi.org/10.3945/ajcn.2010.28450E
Laureati, M., Jabes, D., Russo, V., & Pagliarini, E. (2013). Sustainability and organic production: How information
influences consumer’s expectation and preference for yogurt. Food Quality and Preference,
30(1), 1-8. https://doi.org/10.1016/j.foodqual.2013.04.002
Lee, W. J., Shimizu, M., Kniffin, K. M., & Wansink, B. (2013). You taste what you see: Do organic labels
bias taste perceptions? Food Quality and Preference, 29(1), 33-39. https://doi.org/10.1016/j.foodqual.
2013.01.010
Litt, A., & Shiv, B. (2012). Manipulating basic taste perception to explore how product information affects
experience. Journal of Consumer Psychology, 22(1), 55-66. https://doi.org/10.1016/j.jcps.2011.11.007
Massey, M., O’Cass, A., & Otahal, P. (2018). A meta-analytic study of the factors driving the purchase of
organic food. Appetite, 125, 418-427. https://doi.org/10.1016/j.appet.2018.02.029
Miranda-Zapata, E., Lara, L., & Saracostti, M. (2021). Modelización del efecto del compromiso escolar
sobre el rendimiento escolar en cinco países de Iberoamérica. Revista Iberoamericana de Diagnóstico
y Evaluación-e Avaliação Psicológica, 2(59), 151-161.
Neuhofer, Z. T., Lusk, J. L., &Villas-Boas, S. (2023). Can a sustainability facts label reduce the halo surrounding
organic labels? Applied Economic Perspectives and Policy, 1-31. https://doi.org/10.1002/aepp.13350
Núñez, Y., & Rodríguez, C. (2015). Management of intangible resources at higher education institutions. Revista
de Administração de Empresas, 55(1), pp. 65-77. https://doi.org/10.1590/S0034-759020150107
Olson, E. L. (2017). The rationalization and persistence of organic food beliefs in the face of contrary evidence.
Journal of Cleaner Production, 140, 1007-1013. https://doi.org/10.1016/j.jclepro.2016.06.005
Padel, S., & Foster, C. (2005). Exploring the gap between attitudes and behaviour: Understanding why
consumers buy or do not buy organic food. British Food Journal, 107(8), 606-625. https://doi.org/1
0.1108/00070700510611002u675
Piqueras-Fiszman, B., & Spence, C. (2015). Sensory expectations based on product-extrinsic food cues: An
interdisciplinary review of the empirical evidence and theoretical accounts. Food Quality and Preference,
40, 165-179. https://doi.org/10.1016/j.foodqual.2014.09.013
Prada, M., Garrido, M. V., & Rodrigues, D. (2017). Lost in processing? Perceived healthfulness, taste and
caloric content of whole and processed organic food. Appetite, 114, 175-186. https://doi.org/10.1016/j.
appet.2017.03.031
Provencher, V., Polivy, J., & Herman, C. P. (2009). Perceived healthiness of food. If it’s healthy, you can eat
more!. Appetite, 52(2), 340-344. https://doi.org/10.1016/j.appet.2008.11.005
Richetin, J., Caputo, V., Demartini, E., Conner, M., & Perugini, M. (2022). Organic food labels bias food
healthiness perceptions: Estimating healthiness equivalence using a Discrete Choice Experiment.
Appetite, 172, 105970. https://doi.org/10.1016/j.appet.2022.105970
Rosseel, Y. (2012). Lavaan: An r package for structural equation modeling. Journal of Statistical Software,
48(2), 1-36. https://www.jstatsoft.org/article/view/v048i02
Romero-Rodríguez, J. M., Aznar-Díaz, I., Hinojo-Lucena, F. J., & Gómez-García, G. (2020). Mobile learning
in higher education: Structural equation model for good teaching practices. Ieee Access, 8, 91761-
91769. 10.1109/ACCESS.2020.2994967
Schouteten, J. J., De Steur, H., De Pelsmaeker, S., Lagast, S., De Bourdeaudhuij, I., & Gellynck, X. (2015).
Impact of health labels on flavor perception and emotional profiling: A consumer study on cheese.
Nutrients, 7(12), 10251-10268. https://doi.org/10.3390/nu7125533
Schuldt, J. P., & Hannahan, M. (2013). When good deeds leave a bad taste. Negative inferences from ethical
food claims. Appetite, 62, 76-83. https://doi.org/10.1016/j.appet.2012.11.004
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sjdm.org/10/10509/jdm10509.pdf
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org/10.1016/j.appet.2016.01.022
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179-211.
Apaolaza, V., Hartmann, P., Echebarria, C., & Barrutia, J. M. (2017). Organic label’s halo effect on sensory and
hedonic experience of wine: A pilot study. Journal of Sensory Studies, 32(1), 1-11. https://doi.org/10.1111/
joss.12243
Bernard, J. C., & Liu, Y. (2017). Are beliefs stronger than taste? A field experiment on organic and local apples.
Food Quality and Preference, 61, 55-62. https://doi.org/10.1016/j.foodqual.2017.05.005
Bublitz, M. G., Peracchio, L. A., & Block, L. G. (2010). Why did I eat that? Perspectives on food decision making
and dietary restraint. Journal of Consumer Psychology, 20(3), 239-258. https://doi.org/10.1016/j.
jcps.2010.06.008
Cardello, H., Wolfson, J., Yufera-Leitch, M., Warren, L., & Spitz, M. (2013). Better-for-you foods: An opportunity
to improve public health and increase food industry profits. Washington D.C.: Hudson Institute. http://
www.hudson.org/content/researchattachments/attachment/1096/better_for_you_combinedfinal.pdf
Chandon, P., & Wansink, B. (2007). The biasing health halos of fast-food restaurant health claims: Lower calorie
estimates and higher side-dish consumption intentions. Journal of Consumer Research, 34(3), 301-314.
https://doi.org/10.1086/519499
Cueva, J., Sumba, N., & Villacrés-Beltrán, F. (2020). El marketing de influencias y su efecto en la conducta
de compra del consumidor millennial. Suma de Negocios, 11(25), 99-107. https://doi.org/10.14349/
sumneg/2020.V11.N25.A1
Darby, M. R., & Karni, E. (1973). Free competition and the optimal amount of fraud. Journal of Law and Economics,
16(1), 67-88.
Dimitri, C. (2002). Recent growth patterns in the US organic foods market (777). US Department of Agriculture,
Economic Research Service.
El-Hage Scialabba, N., & Müller-Lindenlauf, M. (2010). Organic agriculture and climate change. Renewable
Agriculture and Food Systems, 25(2), 158-169. https://doi.org/10.1017/S1742170510000116
European Union. (2007). Council Regulation (EC) No 834/2007 of 28 June 2007 on organic production
and labelling of organic products and repealing Regulation (EEC) No 2092/91. https://eur-lex.europa.
eu/eli/reg/2007/834/oj/eng
Escobedo Portillo, M. T., Hernández Gómez, J. A., Estebané Ortega, V., & Martínez Moreno, G. (2016).
Modelos de ecuaciones estructurales: Características, fases, construcción, aplicación y resultados.
Ciencia & Trabajo, 18(55), 16-22. https://doi.org/10.4067/S0718-24492016000100004
EunHa, J., & SooCheong, J. (2020). Kosher labelling in restaurants: Examining the healthy halo effect.
Journal of Foodservice Business Research, 23(1), 46-56. https://doi.org/10.1080/15378020
.2019.1671121
Fillion, L., & Arazi, S. (2002). Does organic food taste better? A claim substantiation approach. Nutrition
& Food Science, 32(4), 153-157. https://doi.org/10.1108/00346650210436262
Fiske, S. T. (1992). Thinking is for doing: portraits of social cognition from daguerreotype to laserphoto.
Journal of Personality and Social Psychology, 63(6), 877.
García de Leaniz, P., & Castro-González, S. (2023). Comportamiento del consumidor en relación a la
sostenibilidad. Cuadernos De Gestión, 23(1), 7-9. https://doi.org/10.5295/cdg.221853pm
Garmendia, M. L. (2007). Análisis factorial: una aplicación en el cuestionario de salud general de Goldberg,
versión de 12 preguntas. Revista Chilena de Salud Pública, 11(2), 57-65. https://revistasaludpublica.
uchile.cl/index.php/RCSP/article/view/3095/2963
Gerbens-Leenes, P. W., & Nonhebel, S. (2002). Consumption patterns and their effects on land required
for food. Ecological Economics, 42, 185-199. https://doi.org/10.1016/S0921-8009(02)00049-6
Grunert, K. G. (2002). Current issues in the understanding of consumer food choice. Trends in Food
Science & Technology, 13(8), 275-285. https://doi.org/10.1016/S0924-2244(02)00137-1
Hahnel, U. J. J., Arnold O., Waschto, M., Korcaj, L., Hillmann, K., Roser, D., & Spada, H. (2015). The
power of putting a label on it: green labels weigh heavier than contradicting product information
for consumers’ purchase decisions and post-purchase behavior. Frontiers in Psychology, 6(1392),
1-17. https://doi.org/10.3389/fpsyg.2015.01392
Harris, J. L., Bargh, J. A., & Brownell, K. D. (2009). Priming effects of television food advertising on
eating behavior. Health Psychology, 28(4), 404-413. https://doi.org/10.1037/a0014399
Hughner, R. S., McDonagh, P., Prothero, A., Shultz, C. J., & Stanton, J. (2007). Who are organic food
consumers? A compilation and review of why people purchase organic food. Journal of Consumer
Behaviour, 6(2-3), 94-110. https://doi.org/10.1002/cb.210
Janssen, M., & Hamm, U. (2012). Product labelling in the market for organic food: Consumer preferences
and willingness-to-pay for different organic certification logos. Food Quality and Preference,
25(1), 9-22.
Katz, D. L., & Meller, S. (2014). Can we say what diet is best for health? Annual Review of Public Health,
35, 83-103. https://doi.org/10.1146/annurev-publhealth-032013-182351
Katz, D. L., Njike, V. Y., Rhee, L. Q., Reingold, A., & Ayoob, K. T. (2010). Performance characteristics of
NuVal and the Overall Nutritional Quality Index (ONQI). American Journal of Clinical Nutrition,
91, 1102S-1108S. https://doi.org/10.3945/ajcn.2010.28450E
Laureati, M., Jabes, D., Russo, V., & Pagliarini, E. (2013). Sustainability and organic production: How information
influences consumer’s expectation and preference for yogurt. Food Quality and Preference,
30(1), 1-8. https://doi.org/10.1016/j.foodqual.2013.04.002
Lee, W. J., Shimizu, M., Kniffin, K. M., & Wansink, B. (2013). You taste what you see: Do organic labels
bias taste perceptions? Food Quality and Preference, 29(1), 33-39. https://doi.org/10.1016/j.foodqual.
2013.01.010
Litt, A., & Shiv, B. (2012). Manipulating basic taste perception to explore how product information affects
experience. Journal of Consumer Psychology, 22(1), 55-66. https://doi.org/10.1016/j.jcps.2011.11.007
Massey, M., O’Cass, A., & Otahal, P. (2018). A meta-analytic study of the factors driving the purchase of
organic food. Appetite, 125, 418-427. https://doi.org/10.1016/j.appet.2018.02.029
Miranda-Zapata, E., Lara, L., & Saracostti, M. (2021). Modelización del efecto del compromiso escolar
sobre el rendimiento escolar en cinco países de Iberoamérica. Revista Iberoamericana de Diagnóstico
y Evaluación-e Avaliação Psicológica, 2(59), 151-161.
Neuhofer, Z. T., Lusk, J. L., &Villas-Boas, S. (2023). Can a sustainability facts label reduce the halo surrounding
organic labels? Applied Economic Perspectives and Policy, 1-31. https://doi.org/10.1002/aepp.13350
Núñez, Y., & Rodríguez, C. (2015). Management of intangible resources at higher education institutions. Revista
de Administração de Empresas, 55(1), pp. 65-77. https://doi.org/10.1590/S0034-759020150107
Olson, E. L. (2017). The rationalization and persistence of organic food beliefs in the face of contrary evidence.
Journal of Cleaner Production, 140, 1007-1013. https://doi.org/10.1016/j.jclepro.2016.06.005
Padel, S., & Foster, C. (2005). Exploring the gap between attitudes and behaviour: Understanding why
consumers buy or do not buy organic food. British Food Journal, 107(8), 606-625. https://doi.org/1
0.1108/00070700510611002u675
Piqueras-Fiszman, B., & Spence, C. (2015). Sensory expectations based on product-extrinsic food cues: An
interdisciplinary review of the empirical evidence and theoretical accounts. Food Quality and Preference,
40, 165-179. https://doi.org/10.1016/j.foodqual.2014.09.013
Prada, M., Garrido, M. V., & Rodrigues, D. (2017). Lost in processing? Perceived healthfulness, taste and
caloric content of whole and processed organic food. Appetite, 114, 175-186. https://doi.org/10.1016/j.
appet.2017.03.031
Provencher, V., Polivy, J., & Herman, C. P. (2009). Perceived healthiness of food. If it’s healthy, you can eat
more!. Appetite, 52(2), 340-344. https://doi.org/10.1016/j.appet.2008.11.005
Richetin, J., Caputo, V., Demartini, E., Conner, M., & Perugini, M. (2022). Organic food labels bias food
healthiness perceptions: Estimating healthiness equivalence using a Discrete Choice Experiment.
Appetite, 172, 105970. https://doi.org/10.1016/j.appet.2022.105970
Rosseel, Y. (2012). Lavaan: An r package for structural equation modeling. Journal of Statistical Software,
48(2), 1-36. https://www.jstatsoft.org/article/view/v048i02
Romero-Rodríguez, J. M., Aznar-Díaz, I., Hinojo-Lucena, F. J., & Gómez-García, G. (2020). Mobile learning
in higher education: Structural equation model for good teaching practices. Ieee Access, 8, 91761-
91769. 10.1109/ACCESS.2020.2994967
Schouteten, J. J., De Steur, H., De Pelsmaeker, S., Lagast, S., De Bourdeaudhuij, I., & Gellynck, X. (2015).
Impact of health labels on flavor perception and emotional profiling: A consumer study on cheese.
Nutrients, 7(12), 10251-10268. https://doi.org/10.3390/nu7125533
Schuldt, J. P., & Hannahan, M. (2013). When good deeds leave a bad taste. Negative inferences from ethical
food claims. Appetite, 62, 76-83. https://doi.org/10.1016/j.appet.2012.11.004
Schuldt, J. P., & Schwarz, N. (2010). The ‘organic’ path to obesity? Organic claims influence calorie judgments
and exercise recommendations. Judgment and Decision Making, 5(3), 144-150. http://journal.
sjdm.org/10/10509/jdm10509.pdf
Silva, J. R. (2010). Consistencia interna y validez factorial de la versión en español de la escala revisada de
restricción alimentaria. Revista Chilena de Nutrición, 37(1), 41-49. https://doi.org/10.4067/S0717-
75182010000100004
Skaczkowski, G., Durkin, S., Kashima, Y., & Wakefield, M. (2016). The effect of packaging, branding and
labeling on the experience of unhealthy food and drink: A review. Appetite, 99, 219-234. https://doi.
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