By Roberta Attanasio Do you want your coffee to taste better? Call it “eco-friendly”. Results from a newly published study show that eco-labels, as for example “fair-trade” or “organic”, promote a willingness to pay more for the product, and not only. These labels also lead people to perceive that products with an eco-label taste better than identical, but unlabeled products. The authors of the study conclude that their findings could help in devising ways to promote sustainable consumer behavior. They have dubbed these biased consumer responses “eco-label effect“. The study is entitled “Who Needs Cream and Sugar When There Is Eco-Labeling? Taste and Willingness to Pay for “Eco-Friendly” Coffee” and…