Savouring morality: moral satisfaction renders food of ethical origin subjectively tastier
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Outros Autores: | , , , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/9734 |
Resumo: | Past research has shown that the experience of taste can be in?uenced by a range of external cues, especially when they concern food’s quality. The present research examined whether food’s ethicality – a cue typically unrelated to quality – can also in?uence taste. We hypothesised that moral satisfaction with the consumption of ethical food would positively in?uence taste expectations, which in turn will enhance the actual taste experience. This enhanced taste experience was further hypothesised to act as a possible reward mechanism reinforcing the purchase of ethical food. The resulting ethical food ?moral satisfaction ?enhanced taste expectations and experience ?stronger intentions to buy/willingness to pay model was validated across four studies: one large scale international survey (Study 1) and three experimental studies involving actual food consumption of different type of ethical origin – organic (Study 2), fair trade (Study 3a) and locally produced (Study 3b). Furthermore, endorsement of values relevant to the food’s ethical origin moderated the effect of food’s origin on moral satisfaction, suggesting that the model is primarily supported for people who endorse these values. |
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Savouring morality: moral satisfaction renders food of ethical origin subjectively tastierEthicsTasteMoralityBuying intentionsFair tradeOrganic foodPast research has shown that the experience of taste can be in?uenced by a range of external cues, especially when they concern food’s quality. The present research examined whether food’s ethicality – a cue typically unrelated to quality – can also in?uence taste. We hypothesised that moral satisfaction with the consumption of ethical food would positively in?uence taste expectations, which in turn will enhance the actual taste experience. This enhanced taste experience was further hypothesised to act as a possible reward mechanism reinforcing the purchase of ethical food. The resulting ethical food ?moral satisfaction ?enhanced taste expectations and experience ?stronger intentions to buy/willingness to pay model was validated across four studies: one large scale international survey (Study 1) and three experimental studies involving actual food consumption of different type of ethical origin – organic (Study 2), fair trade (Study 3a) and locally produced (Study 3b). Furthermore, endorsement of values relevant to the food’s ethical origin moderated the effect of food’s origin on moral satisfaction, suggesting that the model is primarily supported for people who endorse these values.Elsevier2015-09-11T17:06:25Z2015-01-01T00:00:00Z20152019-03-26T18:15:30Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10071/9734eng0195-666310.1016/j.appet.2015.04.006Bratanova, B.Vauclair, C.-M.Kervyn, N.Schumann, S.Wood, R.Klein, O.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T18:02:20Zoai:repositorio.iscte-iul.pt:10071/9734Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:33:36.755094Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Savouring morality: moral satisfaction renders food of ethical origin subjectively tastier |
title |
Savouring morality: moral satisfaction renders food of ethical origin subjectively tastier |
spellingShingle |
Savouring morality: moral satisfaction renders food of ethical origin subjectively tastier Bratanova, B. Ethics Taste Morality Buying intentions Fair trade Organic food |
title_short |
Savouring morality: moral satisfaction renders food of ethical origin subjectively tastier |
title_full |
Savouring morality: moral satisfaction renders food of ethical origin subjectively tastier |
title_fullStr |
Savouring morality: moral satisfaction renders food of ethical origin subjectively tastier |
title_full_unstemmed |
Savouring morality: moral satisfaction renders food of ethical origin subjectively tastier |
title_sort |
Savouring morality: moral satisfaction renders food of ethical origin subjectively tastier |
author |
Bratanova, B. |
author_facet |
Bratanova, B. Vauclair, C.-M. Kervyn, N. Schumann, S. Wood, R. Klein, O. |
author_role |
author |
author2 |
Vauclair, C.-M. Kervyn, N. Schumann, S. Wood, R. Klein, O. |
author2_role |
author author author author author |
dc.contributor.author.fl_str_mv |
Bratanova, B. Vauclair, C.-M. Kervyn, N. Schumann, S. Wood, R. Klein, O. |
dc.subject.por.fl_str_mv |
Ethics Taste Morality Buying intentions Fair trade Organic food |
topic |
Ethics Taste Morality Buying intentions Fair trade Organic food |
description |
Past research has shown that the experience of taste can be in?uenced by a range of external cues, especially when they concern food’s quality. The present research examined whether food’s ethicality – a cue typically unrelated to quality – can also in?uence taste. We hypothesised that moral satisfaction with the consumption of ethical food would positively in?uence taste expectations, which in turn will enhance the actual taste experience. This enhanced taste experience was further hypothesised to act as a possible reward mechanism reinforcing the purchase of ethical food. The resulting ethical food ?moral satisfaction ?enhanced taste expectations and experience ?stronger intentions to buy/willingness to pay model was validated across four studies: one large scale international survey (Study 1) and three experimental studies involving actual food consumption of different type of ethical origin – organic (Study 2), fair trade (Study 3a) and locally produced (Study 3b). Furthermore, endorsement of values relevant to the food’s ethical origin moderated the effect of food’s origin on moral satisfaction, suggesting that the model is primarily supported for people who endorse these values. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-09-11T17:06:25Z 2015-01-01T00:00:00Z 2015 2019-03-26T18:15:30Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/9734 |
url |
http://hdl.handle.net/10071/9734 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
0195-6663 10.1016/j.appet.2015.04.006 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Elsevier |
publisher.none.fl_str_mv |
Elsevier |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799134897410932736 |