Abstract The adoption of certain innovative products, such as recycled water, artificial meat, and insect-based food, could help promote sustainability. However, the disgust these products elicit acts as a barrier to their consumption. Here, we show that describing such products in a foreign language attenuates the disgust these products trigger and heightens their intended as well as actual consumption.

, ,
doi.org/10.1038/s41893-017-0005-9, hdl.handle.net/1765/104026
Nature Sustainability
Rotterdam School of Management (RSM), Erasmus University

Geipel, J., Hadjichristidis, C., & Klesse, A. K. (2018). Barriers to sustainable consumption attenuated by foreign language use. Nature Sustainability, 2018(1), 31–33. doi:10.1038/s41893-017-0005-9