“…This implies that the halo effect is only likely to be observed in participants that believe on the advantage of organic food over conventional one (e.g., . This idea is supported by previous research suggesting that individuals with pro-environmental attitudes or behaviors are more prone to such halo effect (e.g., Schuldt & Schwarz, 2010;Sörqvist, Langeborg, & Marsh, 2016, see also Holmgren, Kabanshi, & Sörqvist, 2017Sörqvist, Haga, Holmgren, & Hansla, 2015), at least when certain evaluative dimensions are assessed. For example, participants who report more positive attitudes towards sustainable consumer behavior (e.g., those who buy eco-friendly products, or pre-separate waste at source) show a greater taste preference and willingness-to-pay for an "eco-friendly" (vs. conventional) product (Sörqvist et al, 2013), and judge the eco-friendly alternative more favorability across evaluative dimensions (e.g., health benefits; vitamin content; Sörqvist, Haga, Langeborg, et al, 2015).…”