“…But even those in doubt about the environmental benefits of eco-friendly farming practices may prefer to purchase organic products if they have personal health benefits and better quality (Tregear, Dent, & McGregor, 1994;Wandel & Bugge, 1997) than their conventional counterparts, which would give eco-friendly production at least some economic advantage (Woolverton & Dimitri, 2010). Greater taste is typically associated with a willingness to pay more for the product (Didier & Lucie, 2008;Sörqvist et al, 2013;Yiridoe, Bonti-Ankomah, & Martin, 2005), and taste appears to be more important for consumers when buying foods than price, nutritional value and environmental safety (Kikulwe, Wesseler, & Flack-Zepeda, 2011;Magnusson et al, 2001;Shepherd, Magnusson, & Sjödén, 2005). The general taste preference for organic products, reinforced by the eco-label effect, might therefore speak for an economic advantage in eco-friendly farming practices even if the perceived taste difference between conventional and eco-friendly products is largely a consequence of consumers' imagination.…”