When used as a fallacy, the belief or suggestion that “natural” is better than “unnatural” based on its naturalness. Many people adopt this as a default belief. It is the belief that is what is natural must be good (or any other positive, evaluative judgment) and that which is unnatural must be bad (or any other negative, evaluative judgment).
Examples:
- I shop at Natural Happy Sunshine Store (NHSS), which is much better than your grocery store because at NHSS everything is natural including the 38-year-old store manager’s long gray hair and saggy breasts.