A team of researchers have reported that the term “eco-friendly” shifted consumer preferences in coffee, according to PLOS ONE. In the experiment, the scientists gave participants two identical cups of coffee and labeled one “eco-friendly.” The study determined that the participants found the taste of the “eco-friendly” labeled coffee better, even though the two coffees were the same. High sustainability consumers also indicated that they were willing to pay 25 percent more for it. Overall, the study found that the eco-label promoted a willingness to pay more for a cup of coffee and it also enhanced the perception of the taste. Full report.