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

Consumers reject sustainable consumption alternatives like lab-meat or insects based on disgust, arguing these are unnatural or disease carriers. Resembling standard disgust elicitors, prior research has embraced these rationales. We, however, observe that consumers find abnormal foods disgusting for being abnormal and seek reasons supporting their disgust-induced rejection post hoc.



Citation:

Jan Andre Koch, Koert van Ittersum, and Jan Willem Bolderdijk (2018) ,"Disgusting? No, Just Different. Understanding Consumer Skepticism Towards Sustainable Food Innovations", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 654-655.

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

NA - Advances in Consumer Research Volume 46 | 2018



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