thesis subject :
Consumer Moral Evaluation of Food Products: The Gatekeeping Role of Authenticity
Thesis start date :
October 2025
Name of thesis supervisor(s) :
Juliette DUCROS-PASSEBOIS & Renaud LUNARDO
Thesis abstract :
This doctoral research examines how consumers morally evaluate food products using a mixed-methods approach. The thesis investigates the relationships between multiple moral criteria—including authenticity, processing methods, and sustainability claims—in shaping consumer judgments of food innovations.
Theoretically, this research contributes to the reconceptualization of existing moral evaluation models in consumption contexts. It advances understanding of how different evaluative criteria interact in consumer decision-making processes and provides insights into the mechanisms underlying consumer resistance to food innovations.
Practically, the findings offer implications for product development, marketing communication strategies, and policy decisions regarding food labeling, category regulations, and sustainable food system transitions.
