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
Share Proceeding
Featured papers
See MoreFeatured
The Impact of Product Type on Disposal Intentions
MUSTAFA KARATAŞ, Koc University, Turkey
Rabia BAYER, Koc University, Turkey
Zeynep GURHAN-CANLI, Koc University, Turkey
Featured
A9. I know It’s not real, but I like it!
Junxian Yang, Singapore University of Social Sciences
Yue Wang, Singapore University of Social Sciences
Jufinnie Lim, Singapore University of Social Sciences
Yu-chen Hung, Singapore University of Social Sciences
Featured
P3. Cash Costs You: The Pain of Holding
J Zenkic, University of Melbourne, Australia
Kobe Millet, Vrije Universiteit Amsterdam
Nicole Mead, University of Melbourne, Australia