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Bratanova, B., Vauclair, C.-M., Kervyn, N., Schumann, S., Wood, R. & Klein, O. (2015). Savouring morality: moral satisfaction renders food of ethical origin subjectively tastier. Appetite. 91, 137-149

B. Bratanova et al.,  "Savouring morality: moral satisfaction renders food of ethical origin subjectively tastier", in Appetite, vol. 91, pp. 137-149, 2015

@article{bratanova2015_1714754046463,
	author = "Bratanova, B. and Vauclair, C.-M. and Kervyn, N. and Schumann, S. and Wood, R. and Klein, O.",
	title = "Savouring morality: moral satisfaction renders food of ethical origin subjectively tastier",
	journal = "Appetite",
	year = "2015",
	volume = "91",
	number = "",
	doi = "10.1016/j.appet.2015.04.006",
	pages = "137-149",
	url = "http://www.sciencedirect.com/science/article/pii/S0195666315001452"
}

TY  - JOUR
TI  - Savouring morality: moral satisfaction renders food of ethical origin subjectively tastier
T2  - Appetite
VL  - 91
AU  - Bratanova, B.
AU  - Vauclair, C.-M.
AU  - Kervyn, N.
AU  - Schumann, S.
AU  - Wood, R.
AU  - Klein, O.
PY  - 2015
SP  - 137-149
SN  - 0195-6663
DO  - 10.1016/j.appet.2015.04.006
UR  - http://www.sciencedirect.com/science/article/pii/S0195666315001452
AB  - 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.
ER  -