Who needs cream and sugar when there is eco-labeling? Taste and willingness to pay for "eco-friendly" coffee.

PLoS One · 2013 · PMC3851458 · PMID 24324623

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Overall, greater taste preference was associated with a higher willingness to pay, as indicated by a highly significant positive correlation between the difference scores for taste ratings and for willingness to pay, r (42) = .56, p <.001.

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