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
Share Proceeding
Featured papers
See MoreFeatured
Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising
Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium
Featured
Nostalgiacising: A Performative Theory of Nostalgic Consumption
Ela Veresiu, York University, Canada
Ana Babic Rosario, University of Denver
Thomas Derek Robinson, City University of London, UK
Featured
K3. Goal or Knowledge? Exploring the Nature of Culture and its Consequential Effect
Xiaohua Zhao, Tsinghua University
Fang Wan, University of Manitoba, Canada
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University