Beauty is in the eye of the beholder: The role of construal level in reducing the "beauty-is-good" bias contributing to food waste reduction- Abstract

Ana Carina Castagna, Diego Costa Pinto, Marcia Dutra de Barcellos

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Abstract

Evolutionary needs have a profound influence on consumer choices. Unconsciously, the quest for the perfect appearance, as an attribute of quality and security, increases the waste of food with low aesthetics, products with different color or shape, usually called suboptimal food. However, there is an urgent need to improve food systems and food inequality, which waste reduction is a crucial calling. Drawing on construal level theory, this paper discusses that the level of abstractness can generate a reduction in the perceived risk of those products. Findings of two experiments show that construal level influences the way consumers perceive the risk when faced by products with low aesthetics. Specifically, we show that abstract construal can diminish the “beauty-is-good” bias and consequently, reduce waste behaviors. Our findings have critical implications for researchers, managers and public policy on how to engage consumers in sustainable and social responsible habits.
Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy, 48th
PublisherEuropean Marketing Academy (EMAC)
Chapter8231
Pages1-2
Number of pages2
Publication statusPublished - 1 Jun 2019
EventThe 48th Annual Conference of the European Marketing Academy (EMAC) - Hamburg, Germany
Duration: 28 May 2019 → …
https://www.emac-2019.org/

Conference

ConferenceThe 48th Annual Conference of the European Marketing Academy (EMAC)
Abbreviated titleEMAC 2019
Country/TerritoryGermany
CityHamburg
Period28/05/19 → …
Internet address

Keywords

  • Food waste
  • Aesthetics
  • Construal level

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