The shoppers are asked how tasty and nutritious they found the snacks, how many calories they thought they contained, and how much they'd be willing to pay for them. The "organic" foods were by and large judged to be 40 percent lower in calories. They were also perceived to be lower in fat and higher in fiber, tastier and worth paying more for. This is despite them actually being identical to their conventionally-labeled counterparts.
(China.org.cn April 18, 2011)