Created Equal? the Morality of Food and the People Who Eat It

Jenny G. Olson, University of Michigan, USA
Brent McFerran, University of Michigan, USA
Andrea C. Morales, Arizona State University, USA
Darren W. Dahl, University of British Columbia, Canada
Four studies indicate that consumers ascribe morality to others based on the food choices they make, evaluating each other on a sliding scale depending on income. Whereas wealthy individuals choosing organic food (vs. conventional) are perceived as significantly more moral, those with low incomes are perceived as significantly less moral.
[ to cite ]:
Jenny G. Olson, Brent McFerran, Andrea C. Morales, and Darren W. Dahl (2012) ,"Created Equal? the Morality of Food and the People Who Eat It", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 37-41.