18-F: Redeeming Guilty Pleasures - Sustainable Consumption ACRoss Vice and Virtue Categories

Anne Odile Peschel, Aarhus University, Denmark
Jessica Aschemann-Witzel, Aarhus University, Denmark
The trend of upcycling is observable in different areas of consumption – including in the food industry as ‘waste to food’. While consumers avoided upcycling in virtue categories, it seemed to offset the guilty pleasure of consuming vice products. Therefore, it could be an alternative approach for marketing sustainable ingredients.
[ to cite ]:
Anne Odile Peschel and Jessica Aschemann-Witzel (2017) ,"18-F: Redeeming Guilty Pleasures - Sustainable Consumption ACRoss Vice and Virtue Categories", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1054-1054.