Abstract
Abstract American and European adults prefer natural products and often pay premiums to purchase natural products. They may do this because they believe natural products are better, either functionally or inherently. We present a measure that assesses belief in the ‘benevolence of nature’ across a range of products and a range of situations, including safety, sensory appeal, and effectiveness. American adults show a substantial belief in the benevolence of nature. This belief is sometimes erroneous, with participants attributing higher quality to some natural products that are in fact inferior to their artificial counterparts. In support of the belief that natural products are inherently better, many participants express a preference for a natural as opposed to an artificial product when both are stipulated to be chemically identical or to have identical effects. An original set of 24 items to measure belief in the benevolence of nature is refined into a more useful 10-item scale, and correlations with related scales are assessed. Belief in the benevolence of nature is not lower in participants who have experienced at least one natural disaster.
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