Rejecting Moralized Products: Moral Identity As a Predictor of Reactance to “Vegetarian” and “Sustainable” Labels

How do non-vegetarians react to food labeled “vegetarian”? How do global warming skeptics react to travel being labeled “sustainable”? In three studies, we show that these labels trigger reactance among consumers high, but not low in moral identity that leads them to reject such products.



Citation:

Rishad Habib, Yann Cornil, and Karl Aquino (2018) ,"Rejecting Moralized Products: Moral Identity As a Predictor of Reactance to “Vegetarian” and “Sustainable” Labels", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 340-345.

Authors

Rishad Habib, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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