Disgusting? No, Just Different: Understanding Consumer Skepticism Towards Sustainable Food Innovations

We offer a novel explanation why consumers reject sustainable food innovations (e.g., insect consumption, lab-meat). Adopting these requires consumers to violate internalized norms, which elicits moral disgust. Accordingly, not the intrinsic characteristics of the innovations (e.g., palatability), but their perceived degree of norm violation elicits rejection and must be addressed.



Citation:

Jan Andre Koch, Koert van Ittersum, and Jan Willem Bolderdijk (2018) ,"Disgusting? No, Just Different: Understanding Consumer Skepticism Towards Sustainable Food Innovations", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 124-125.

Authors

Jan Andre Koch, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Jan Willem Bolderdijk, University of Groningen, The Netherlands



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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