Savouring morality. Moral satisfaction renders food of ethical origin subjectively tastier

Donald Steiny Health, Science 0 Comments

Having, personally, been a long time fan of inorganic food like sand, rust, and concrete (:-)) I am not surprised to find the superior taste of “organic” food is due the moral superiority of the consumers of it.

Buying and consuming food of ethical origin brings about moral satisfaction.
•Moral satisfaction renders the taste of ethical food subjectively superior.
•This superior taste positively predicts intentions to buy ethical food.
•The enhanced tastiness may act as a reward mechanism for buying ethical food.

Source: Savouring morality. Moral satisfaction renders food of ethical origin subjectively tastier

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