Purpose – This study aims to investigate the appeal of “natural” labeling and builds on past research which suggests that people may have a naïve pastoral view of nature and natural entities. “Natural” labeling is pervasive in supermarkets across the USA. Design/methodology/approach...

Purpose: Past research has demonstrated a health halo for food product labels (e.g. organic), resulting in inflated perceptions of a product’s healthfulness (e.g. low fat). While past studies have focused on labeling and related health claims, the health halo of brand names has scarcely been...

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