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No Way, That’s Gross! How Public Exposure Therapy Can Overcome Disgust Preventing Consumer Adoption of Sustainable Food Alternatives
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...
Autores principales: | , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
MDPI
2021
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8232179/ https://www.ncbi.nlm.nih.gov/pubmed/34203678 http://dx.doi.org/10.3390/foods10061380 |
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author | Koch, Jan Andre Bolderdijk, Jan Willem van Ittersum, Koert |
author_facet | Koch, Jan Andre Bolderdijk, Jan Willem van Ittersum, Koert |
author_sort | Koch, Jan Andre |
collection | PubMed |
description | 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. |
format | Online Article Text |
id | pubmed-8232179 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2021 |
publisher | MDPI |
record_format | MEDLINE/PubMed |
spelling | pubmed-82321792021-06-26 No Way, That’s Gross! How Public Exposure Therapy Can Overcome Disgust Preventing Consumer Adoption of Sustainable Food Alternatives Koch, Jan Andre Bolderdijk, Jan Willem van Ittersum, Koert Foods Review 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. MDPI 2021-06-15 /pmc/articles/PMC8232179/ /pubmed/34203678 http://dx.doi.org/10.3390/foods10061380 Text en © 2021 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). |
spellingShingle | Review Koch, Jan Andre Bolderdijk, Jan Willem van Ittersum, Koert No Way, That’s Gross! How Public Exposure Therapy Can Overcome Disgust Preventing Consumer Adoption of Sustainable Food Alternatives |
title | No Way, That’s Gross! How Public Exposure Therapy Can Overcome Disgust Preventing Consumer Adoption of Sustainable Food Alternatives |
title_full | No Way, That’s Gross! How Public Exposure Therapy Can Overcome Disgust Preventing Consumer Adoption of Sustainable Food Alternatives |
title_fullStr | No Way, That’s Gross! How Public Exposure Therapy Can Overcome Disgust Preventing Consumer Adoption of Sustainable Food Alternatives |
title_full_unstemmed | No Way, That’s Gross! How Public Exposure Therapy Can Overcome Disgust Preventing Consumer Adoption of Sustainable Food Alternatives |
title_short | No Way, That’s Gross! How Public Exposure Therapy Can Overcome Disgust Preventing Consumer Adoption of Sustainable Food Alternatives |
title_sort | no way, that’s gross! how public exposure therapy can overcome disgust preventing consumer adoption of sustainable food alternatives |
topic | Review |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8232179/ https://www.ncbi.nlm.nih.gov/pubmed/34203678 http://dx.doi.org/10.3390/foods10061380 |
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