The adoption of certain innovative products, such as recycled water, artificial meat and insect-based food, could help promote sustainability. However, the disgust these products elicit acts as a barrier to their consumption. Here, we show that describing such products in a foreign language attenuates the disgust these products trigger and heightens their intended as well as actual consumption.
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We thank S. Puntoni, J. Levav and L. Burnett for valuable comments on preliminary versions of this manuscript and J. Bekkers and J. Klesse for assisting with data collection. Financial support from the Netherlands Organization for Scientific Research (VENI grant 451-15-023 awarded to A.K.) is gratefully acknowledged.
The authors declare no competing financial interests.
Publisher’s note: Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
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Geipel, J., Hadjichristidis, C. & Klesse, AK. Barriers to sustainable consumption attenuated by foreign language use. Nat Sustain 1, 31–33 (2018). https://doi.org/10.1038/s41893-017-0005-9
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