The words "eco-friendly" make consumers believe a cup of plain coffee is better and should be more expensive, according to recent research. In the experiment, subjects were sorted into high sustainability and low sustainability groups and given two cups of the same coffee brewed from arabica beans. Out of the high sustainability group, 74% preferred the "eco-friendly" coffee and 25% were willing to pay more for it. The low sustainability group was evenly split over which they preferred and they weren't willing to pay more for the eco-friendly version.

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