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An Effect of the List of Carcinogenic Food Categories in Consumers’ Feelings of Guilt and Purchase Behavior

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  • Hwang, Seoyoung
  • Moon, Junghoon

Abstract

In October 2015, the World Health Organization (WHO) reported that the International Agency for Research on Cancer (IARC) had classified the consumption of both red and processed meats as carcinogenic to humans (Bouvard et al., 2015; IARC, 2015). The primary purpose of this study was to investigate the effect of the awareness of this announcement on Korean married female consumers’ moral attitudes, with a particular focus on feelings of guilt and purchase behavior. Through a survey and analysis of real purchase data, we discovered the effect of consumers’ recognition of IARC’s carcinogenicity assessment on consumer guilt and purchase of red and processed meats.

Suggested Citation

  • Hwang, Seoyoung & Moon, Junghoon, 2016. "An Effect of the List of Carcinogenic Food Categories in Consumers’ Feelings of Guilt and Purchase Behavior," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 236119, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea16:236119
    DOI: 10.22004/ag.econ.236119
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    References listed on IDEAS

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    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. James G. March, 1978. "Bounded Rationality, Ambiguity, and the Engineering of Choice," Bell Journal of Economics, The RAND Corporation, vol. 9(2), pages 587-608, Autumn.
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    Cited by:

    1. Adam Dvir, 2022. "Is mass media an effective channel for conveying nutritional information? Welfare implications of the WHO classification of processed meats as carcinogenic on consumers in Israel," French Stata Users' Group Meetings 2022 21, Stata Users Group.

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