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.
Instituto Universitário de Lisboa (ISCTE-IUL), Cis-IUL, Lisboa, Portugal.
Appetite. 2015 Aug;91:137-49. doi: 10.1016/j.appet.2015.04.006. Epub 2015 Apr 9.
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.
过去的研究表明，味觉体验会受到一系列外部线索的影响，尤其是当这些线索与食物的质量有关时。本研究探讨了食物的道德性——一个通常与质量无关的线索——是否也会影响味觉。我们假设，对食用道德食物的道德满足感会积极影响味觉预期，进而增强实际的味觉体验。这种增强的味觉体验进一步假设为一种可能的奖励机制，加强对道德食物的购买。这一由道德食物→道德满足感→增强的味觉预期和体验→更强的购买意愿/支付意愿模型在四项研究中得到了验证：一项大规模的国际调查（研究 1）和三项涉及不同类型道德来源的实际食物消费的实验研究——有机（研究 2）、公平贸易（研究 3a）和本地生产（研究 3b）。此外，与食物道德来源相关的价值观的认可调节了食物来源对道德满足感的影响，这表明该模型主要适用于认可这些价值观的人。
