Research Topic: Consumers are more aware of ethical considerations nowadays. Research Question

Chapter 3
Result
Discussed in this chapter are the results of two different studies. It includes the key findings, the texts, tables and figures, and the statistical analysis. 

Source 1: People believe and behave as if consumers of Natural foods are especially virtuous.
Table 1. The food stimuli used in study 1. (Taylor and Steven, 2018)

Identification of meals that participants would see as natural was a crucial factor (and unnatural). In order to find such meals, study ran a pilot in this regard. A 30-minute online survey was completed by twenty one people. The following item categories were taken from the online store of a major supermarket: "Fruit and Vegetables," "Drinks," "Bread and Bakery," "Dairy and Eggs," "Meat," "Confectionery and Snacks," "Breakfast Items," "Staple Pantry Items," "Pre-Prepared Meals," and "Canned Food." Study compiled a list of 106 foods and beverages that people felt were high, intermediate. Following the presentation of a meal or drink's description and visuals to participants, three ratings were requested (using 7 point category scales). Naturalness (anchors [1] “Extremely Natural” to [7] “Extremely Unnatural”), Healthiness (anchors [1] “Extremely Healthy” to [7] “Extremely Unhealthy”), and Level of Processing (anchors[1] “Processed in a Factory” to [7] “Not Processed in a Factory”). Each pilot participant received a different random presentation sequence for the other food and drink items, which were also presented and scored in the same way. Naturalness, health, and degree of processing all had a favorable relationship. Each item's average naturalness scores were calculated, and they were then rated from most natural to least natural. These rankings led to the formation of three categories : Natural, Unnatural, and Mixed Food Sets –consisting of both natural and unnatural food items. Food products were further arranged into groups of six within each category. Based on the roughly balanced criteria for freshness and kind of processing in each batch. Such was obtained by classifying each food item according to these characteristics and distributing them across sets at random. The finished meal sets are shown in Table 1.