Abstract
Two prominently discussed sustainable food alternatives—lab-meat and edible insects—elicit disgust among consumers, thereby preventing acceptance. While providing prospective consumers with more information on, for instance, the environmental benefits of lab-meat has shown some success in increasing consumer acceptance, we argue that the disgust response—the main barrier to the societal acceptance of these foods—is not addressed. This is, we argue, because disgust is not the result of misperceptions (e.g., edible insects carry diseases) and thus unlikely to be overcome by information alone. Building on the latest insights into the social origins of disgust, this manuscript reviews an alternative strategy to foster the broader acceptance of sustainable food alternatives that currently elicit disgust. Specifically, we explain why and how public exposure could be a promising avenue for marketers to reduce consumers’ disgust response and thus increase the acceptance of sustainable food alternatives.
Original language | English |
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Article number | 1380 |
Number of pages | 9 |
Journal | Foods |
Volume | 10 |
Issue number | 6 |
DOIs | |
Publication status | Published - 15 Jun 2021 |
Externally published | Yes |
Austrian Fields of Science 2012
- 502020 Market research
Keywords
- MIB
- deviance
- disgust
- consumer behavior change
- sustainable food alternatives
- USA
- NORMS
- CULTURED MEAT
- EAT
- INSECTS
- BEHAVIORS
- AGE
- Disgust
- Deviance
- Sustainable food alternatives
- Consumer behavior change