Choosing organic: Releasing the inner jerk?

05/22/2012 08:06:00 AM
Tom Karst

The author professed surprise at the findings, thinking that organic consumers would be more enlightened.
According to the NY Daily News report, Kendall Eskine, assistant professor of the department of psychological sciences at Loyola University in New Orleans, told NBC’s “Today” show that people may feel like they have done their good deed already by choosing organic.
From the NY Daily News report:

"That they have permission, or license, to act unethically later on. It’s like when you go to the gym and run a few miles and you feel good about yourself, so you eat a candy bar" she told the "Today" show.

TK: I have a feeling this research may also inform generic promotion efforts for all fruits and vegetables. People who eat the recommended servings of fruits and vegetables probably  feel like they are performing a good deed to society, much like the organic foodie.

In messaging to those heavy consumers of fresh produce, the industry should give them every reason to pat themselves on the back. The "moral superiority" of consuming fruits and vegetables should not be ignored, even if it does make some consumers a little snooty.


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