A substantial portion of produce harvested around the world is wasted because it does not meet consumers’ shape expectations. Only recently has research begun investigating the causes underlying misshapen produce rejection by consumers. Generally, this limited research has concluded that misshapen produce is subject to an ugly penalty, leading consumers to form biased expectations regarding product attributes (e.g., healthiness, tastiness, or naturalness). In this research, we propose that this ugly penalty extends to the moral valuation of misshapen produce and that (...) this moral penalty is rooted in the feelings of disgust evoked by the visual appearance of such produce. Across five studies and two pilot studies, we show that misshapen fruits and vegetables are disgust elicitors, and that felt disgust causes consumers to make negative moral associations with produce which, in turn, leads to decreased preference. We also show that pairing misshapen produce with a positive unconditioned stimulus (i.e., an image of attractive individuals) is an efficient solution to counteract the effect of this stereotype. This research contributes to the growing body of work demonstrating the link between consumption behaviors, consumer preferences, and morality. (shrink)

Sustainability problems often seem intractable. One reason for this is due to difficulties coordinating actors’ efforts to address socially responsible outcomes. Drawing on theories of bounded ethicality and incorporating work on communicating shared values in coordinating action this paper outlines the lack coordination as a matching issue, one complicated by underlying heterogeneity in actors’ moral values and thus motivation to address socially responsible outcomes. Three factors contribute to this matching problem. First, we argue it is not actors’ simple cognitive awareness, (...) but their moral awareness of social issues that explains why certain actors move to address problems while others do not. In other words, actors may recognize sustainability problems, but are not motivated to solve them as they are not understood as moral problems. Second, we posit that progress requires alignment in issues that some actors find worth addressing whereas others do not, thus explaining how heterogeneity in moral perceptions interrupt coordination towards socially important goals. Finally, we propose that progress is undermined if actors myopically focus on level-specific outcomes in ways that elucidates why institutional responses often fail to address individual outcomes and vice versa. We use the existing literature on the socially important issue of food waste to examine our theoretical contribution and develop a typology that explains conditions that inhibit coordination. Thus, our work proposes a psycho-structural view on matching and coordination toward sustainable outcomes, highlighting how psychological and structural constraints prevent effective coordination in addressing sustainability goals. (shrink)