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.

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Keywords Decision making, Human behaviour, Psychology and behaviour
Persistent URL dx.doi.org/10.1038/s41893-017-0005-9, hdl.handle.net/1765/104026
Journal Nature Sustainability
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