Savouring morality: moral satisfaction renders food of ethical origin subjectively tastier

Boyka Bratanova, Christin-Melanie Vauclair, Nicolas Kervyn, Sandy Schuman, Robert Wood, Olivier Klein

Research output: Contribution to journalArticlepeer-review

56 Citations (Scopus)
123 Downloads (Pure)


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.
Original languageEnglish
Pages (from-to)137-149
Number of pages13
Early online date9 Apr 2015
Publication statusPublished - 1 Aug 2015


  • Ethics
  • Taste
  • Morality
  • Buying intentions
  • Fair trade
  • Organic food


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