title: Savouring morality. Moral satisfaction renders food of ethical origin subjectively tastier.
abstract: Past research has shown that the experience of taste can be influenced 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 influence taste. We hypothesised that moral satisfaction with the consumption of ethical food would positively influence 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.
authors: Research Centre for Social and Intercultural Psychology, Université Libré de Bruxelles, Bruxelles, Belgium; Dundee Business School, Abertay University, Bell Street, Dundee, Scotland DD1 1HG, UK. Electronic address: b.bratanova@abertay.ac.uk.
authors: Boyka
authors: B
authors: Bratanova
authors: Instituto Universitário de Lisboa (ISCTE-IUL), Cis-IUL, Lisboa, Portugal.
authors: Christin-Melanie
authors: CM
authors: Vauclair
authors: Center Emile Bernheim, Solvay Brussels School of Economy and Management, Université Libré de Bruxelles, Bruxelles, Belgium; Louvain School of Management, Catholic University of Louvain, Louvain-la-Neuve, Belgium.
authors: Nicolas
authors: N
authors: Kervyn
authors: Centre for the Study of Intergroup Conflict, University of Oxford, Oxford, UK.
authors: Sandy
authors: S
authors: Schumann
authors: Centre for Ethical Leadership, Ormond College, University of Melbourne, Melbourne, Australia.
authors: Robert
authors: R
authors: Wood
authors: Research Centre for Social and Intercultural Psychology, Université Libré de Bruxelles, Bruxelles, Belgium.
authors: Olivier
authors: O
authors: Klein
mesh_terms: D000328:Adult; D000368:Aged; D059031:Anticipation, Psychological; D003463:Cues; D004032:Diet / Q000191:economics / Q000208:ethnology; D005062:European Union; D005260:Female; D005500:Follow-Up Studies; D005518:Food Preferences / Q000208:ethnology; D005523:Food Supply / Q000191:economics / Q000941:ethics; D058870:Food, Organic / Q000191:economics; D006801:Humans; D008297:Male; D008875:Middle Aged; D008960:Models, Psychological; D009014:Morals; D010549:Personal Satisfaction; D057566:Self Report; D012677:Sensation; D013649:Taste; D055697:Taste Perception; D055815:Young Adult
keywords: Buying intentions; Ethics; Fair trade; Morality; Organic food; Taste