TY - JOUR
T1 - Religiosity and special food consumption
T2 - The explanatory effects of moral priorities
AU - Minton, Elizabeth A.
AU - Johnson, Kathryn
AU - Liu, Richie L.
N1 - Publisher Copyright:
© 2018 Elsevier Inc.
PY - 2019/2
Y1 - 2019/2
N2 - Special food consumption is on the rise–whether it be diet-minded foods (e.g., gluten-free, fat-free, sugar-free foods) or sustainably-minded foods (e.g., natural or organic foods). However, research has yet to examine how general religiosity and specific moral foundations might influence special food consumption. Through four studies, we seek to remedy this gap in the literature. In Study 1, we show that highly (less) religious consumers prefer diet-minded (sustainably-minded) foods. In Studies 2–4, we examine mediation through moral foundations to show that the moral foundation of purity mediates the relationship between religiosity and diet-minded food consumption; in contrast, the foundation of harm/care is unrelated to religiosity but significantly related to sustainably-minded food consumption. Implications for value-expressive motives theory, moral foundations theory, and marketing strategies are discussed.
AB - Special food consumption is on the rise–whether it be diet-minded foods (e.g., gluten-free, fat-free, sugar-free foods) or sustainably-minded foods (e.g., natural or organic foods). However, research has yet to examine how general religiosity and specific moral foundations might influence special food consumption. Through four studies, we seek to remedy this gap in the literature. In Study 1, we show that highly (less) religious consumers prefer diet-minded (sustainably-minded) foods. In Studies 2–4, we examine mediation through moral foundations to show that the moral foundation of purity mediates the relationship between religiosity and diet-minded food consumption; in contrast, the foundation of harm/care is unrelated to religiosity but significantly related to sustainably-minded food consumption. Implications for value-expressive motives theory, moral foundations theory, and marketing strategies are discussed.
KW - Food
KW - Moral foundations
KW - Morality
KW - Religiosity
KW - Sustainability
KW - Value-expressive function
UR - http://www.scopus.com/inward/record.url?scp=85050868002&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85050868002&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2018.07.041
DO - 10.1016/j.jbusres.2018.07.041
M3 - Article
AN - SCOPUS:85050868002
SN - 0148-2963
VL - 95
SP - 442
EP - 454
JO - Journal of Business Research
JF - Journal of Business Research
ER -