Abstract

This study looks at how “local,” “organic,” and “conventional” labels influence taste perceptions and willingness‑to‑pay (WTP) for identical apple samples. Although these labels are often used to signal environmental or quality differences, it remains unclear how strongly they shape consumer evaluations when the product itself is held constant. To explore this, I conducted a series of taste tests at the College of Wooster using three conditions: correctly labeled, mislabeled, and blind. 84 participants rated sweetness, crispness, and overall taste, and provided WTP values for each sample. Results show that taste ratings were the strongest and most consistent predictor of WTP across all conditions, with higher sensory evaluations leading directly to higher valuations. The Local label produced the clearest labeling effect, increasing both taste ratings and WTP even when it did not match the actual apple. In contrast, the Organic label had minimal influence on taste and only modest effects on WTP, primarily among participants with stronger pro‑organic attitudes. The Conventional label showed little impact. Mislabeled trials demonstrated that participants responded more to the meaning of the label than to the apple they were actually tasting. These findings suggest that “local” carries a particularly strong set of associations that can override actual product qualities.

Advisor

Mariola, Matthew

Department

Environmental Studies

Publication Date

2026

Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis

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© Copyright 2026 Daniel R. Cook