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

Ritual Scholarship in Marketing: Past, Present and Future

Cele Otnes, University of Illinois at Urbana-Champaign, USA
Linda Tuncay Zayer, Loyola University Chicago, USA
Robert Arias, University of Illinois at Urbana-Champaign, USA
Arun Sreekumar, University of Illinois at Urbana-Champaign, USA

Read More

Featured

O8. Valuation and Allocation of Bought Time

Eisa Sahabeh Tabrizi, University of Southeast Norway
Marit Engeset, University of Southeast Norway
Luk Warlop, Norwegian School of Management, Norway

Read More

Featured

Donate Today or Give Tomorrow? Adding a Time Delay Increases Donation Amount but not Willingness to Donate

Emily Powell, New York University, USA
Minah Jung, New York University, USA
Joachim Vosgerau, Bocconi University, Italy
Eyal Pe'er, Bar-Ilan University

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.