HomeHealth NewsChoosing to buy organic food depends more on trust than taste—what our...

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

March 6, 2026

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by Steven David Pickering, Martin Ejnar Hansen, Yosuke Sunahara, The Conversation

Credit: Elle Hughes from Pexels

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.

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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

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