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 More

Featured

Stating the Obvious: How “Ugly” Labels Can Increase the Desirability of Odd-Shaped Produce

Siddhanth Mookerjee, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Joey Hoegg, University of British Columbia, Canada

Read More

Featured

E11. Influence of ethical beliefs and trust on purchase decisions: The moderating effect of involvement

Marija Banovic, Aarhus University
Athanasios Krystallis, Athens University of Economics and Business, Greece

Read More

Featured

B7. Conceptualizing Brand Arrogance and Its Impact on Consumer Trust

Sampoorna Nandi, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.