I Am Strong to the Finish Cause I Eats me Spinach! The Impact of Ethical Claims on Consumers’ Judgments and Willingness to Pay for Food & Beverage Products and Services.

Across two studies (study 1- n=214; study 2-n=104) this article examines the efficiency of ethical advertising claims in promoting food & beverage products/ services that are simple/ sophisticated and for which consumers perceive to exist greater/ lesser fit with sustainability. we test the moderating role of product category and the mediating effect of enjoyment perceptions in this relationship. Results show that when higher/ lower ethical claims are presented, the simpler and natural (sophisticated and exciting) the product/ service is portrayed to be, the greater its enjoyment, and the higher consumers´ willingness to pay in situations that increase healthful (hedonic) goals.