Do Fair Trade Labels Bias Consumers’ Perceptions of Food Products? A Comparison between a Central Location Test and Home-Use Test

Consumers are paying more and attention to ethical social criteria during grocery shopping. As a result, Fair Trade products which certified address global supply chain issues (e.g., forced labor, working conditions, fair pay), gaining popularity. However, it is unclear extent labels might influence how consumers perceive such labelled food products. The aim of this research was examine the potential effect on several measurements (overall liking, sensory profiling, emotions, willingness-to-pay kCal estimations). Furthermore, tests were carried out at lab home if evaluation context impact label effect. In total, 179 participated in study 90 test facilities (central location test—CLT) 89 (home-use-test—HUT). Participants evaluated three pairs (nuts, juice chocolate) one as conventional other Trade. participants each time evaluating same product. Results showed that increased overall liking. For chocolate, higher found when product ‘Fair Trade’ while no established for nuts. did not affect kcal estimation samples. had rather limited emotional profiling results CLT HUT highly similar indicating has little labelling