The Local Halo: Local Foods Are Perceived As Both Healthy and Tasty

Steven K. Dallas, New York University, USA
Peggy J. Liu, University of Pittsburgh, USA
Gavan J. Fitzsimons, Duke University, USA
Much prior research finds that consumers believe that healthy foods are not tasty. The current research finds a “local halo”: labeling a food as “local” leads consumers to perceive it as simultaneously both tasty and healthy, overcoming the healthy = not tasty intuition.
[ to cite ]:
Steven K. Dallas, Peggy J. Liu, and Gavan J. Fitzsimons (2016) ,"The Local Halo: Local Foods Are Perceived As Both Healthy and Tasty", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 213-217.