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Choosing to buy organic food depends more on trust than taste – what our new study in the UK and Japan shows

  • Written by Steven David Pickering, Honorary Professor, International Relations, Brunel University of London
Choosing to buy organic food depends more on trust than taste – what our new study in the UK and Japan showsAkarawut/Shutterstock

Organic food is often presented as a healthier, greener or more ethical choice. But when people decide whether to pay extra for organic milk, eggs or vegetables, something else is going on.

Organic food belongs to a curious category that economists call “credence goods”. These are the products whose key qualities...

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