Interested, indifferent or active information avoiders of carbon labels: Cognitive dissonance and ascription of responsibility as motivating factors
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Interested, indifferent or active information avoiders of carbon labels : Cognitive dissonance and ascription of responsibility as motivating factors. / Edenbrandt, Anna Kristina; Lagerkvist, Carl Johan; Nordström, Jonas.
In: Food Policy, Vol. 101, 102036, 2021.Research output: Contribution to journal › Journal article › peer-review
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TY - JOUR
T1 - Interested, indifferent or active information avoiders of carbon labels
T2 - Cognitive dissonance and ascription of responsibility as motivating factors
AU - Edenbrandt, Anna Kristina
AU - Lagerkvist, Carl Johan
AU - Nordström, Jonas
PY - 2021
Y1 - 2021
N2 - Active avoidance of information is gaining attention in the behavioural sciences. We explore motivations for active avoidance of carbon emissions information. In the first stage of a stated preference survey, respondents indicated whether they wished to access carbon emissions information (info-takers) or not (info-decliners) when selecting a protein source. In the second stage, all respondents were provided with carbon emissions information. The info-takers reduced emissions from their food choices by 32%, while the info-decliners also reduced their emissions (by 12%). This indicates active information avoidance among at least some info-decliners. We explore how cognitive dissonance, responsibility feelings and personal norms affect a person's actions when information is imposed upon them, and their role as motivators for actively avoiding carbon emissions information on meat products. Individuals who experience climate-related cognitive dissonance and/or responsibility feelings change behaviour more following climate information, and it also increases choice task uncertainty mostly among these. These findings point to the potential of increasing impact from information by simultaneously increasing personal responsibility feelings and activating social norms.
AB - Active avoidance of information is gaining attention in the behavioural sciences. We explore motivations for active avoidance of carbon emissions information. In the first stage of a stated preference survey, respondents indicated whether they wished to access carbon emissions information (info-takers) or not (info-decliners) when selecting a protein source. In the second stage, all respondents were provided with carbon emissions information. The info-takers reduced emissions from their food choices by 32%, while the info-decliners also reduced their emissions (by 12%). This indicates active information avoidance among at least some info-decliners. We explore how cognitive dissonance, responsibility feelings and personal norms affect a person's actions when information is imposed upon them, and their role as motivators for actively avoiding carbon emissions information on meat products. Individuals who experience climate-related cognitive dissonance and/or responsibility feelings change behaviour more following climate information, and it also increases choice task uncertainty mostly among these. These findings point to the potential of increasing impact from information by simultaneously increasing personal responsibility feelings and activating social norms.
KW - Carbon emission reduction
KW - Climate label
KW - Cognitive dissonance
KW - Consumer behaviour
KW - Information avoidance
KW - Strategic ignorance
U2 - 10.1016/j.foodpol.2021.102036
DO - 10.1016/j.foodpol.2021.102036
M3 - Journal article
AN - SCOPUS:85101419524
VL - 101
JO - Food Policy
JF - Food Policy
SN - 0306-9192
M1 - 102036
ER -
ID: 258974458