Infectious Disease Threats Increase Preference for Plastic-packaged Products

Camilla Barbarossa, Ilaria Querci, Georgios Halkias, Cesare Amatulli

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review

Abstract

We examine how exposure to infectious disease threats influences consumers’ preference for plastic-packaged (vs. unpackaged) food product options. Drawing from evolutionary psychology and threat management systems, we predict that infectious disease threats increase the relative preference for plastic-packaged products versus unpackaged options because of the activation of the Behavioral Immune System (BIS), a disease avoidance system aiming to recognize cues of pathogenic threats and avoid them prior to infection. Results from one correlational field study and two experiments provide support for our predictions. Results from our studies advance knowledge on the evolutionary strategies aiming at disease avoidance that shape consumers’ preference for safe but unsustainable, food product options.
Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy : EMAC 2024 Annual
PublisherEuropean Marketing Academy. EMAC
Publication date2024
Article number119544
Publication statusPublished - 2024
EventThe 53rd Annual Conference of The European Marketing Academy. EMAC 2024 - Bucharest, Romania
Duration: 26 May 202431 May 2024
https://emac2024.org/

Conference

ConferenceThe 53rd Annual Conference of The European Marketing Academy. EMAC 2024
Country/TerritoryRomania
CityBucharest
Period26/05/202431/05/2024
Internet address

Keywords

  • Consumer behaviour
  • Decision-making
  • Retailing

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