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Exploring the characteristics of cognitive dissonance experienced by consumers in the context of environmental food behaviours
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Date
2024
Authors
Moran, Christopher William
Journal Title
Journal ISSN
Volume Title
Publisher
University College Cork
Published Version
Abstract
Background and Aim:
One of the biggest individual contributions we can make to reduce our carbon emissions is modifying our food consumption behaviours. However, the potential gap between desires and deeds can present cognitive conflicts for individuals in this context. Recent studies advocate the use of ‘cognitive dissonance theory’ (CDT) as a lens for exploring environmental behaviours. This social-psychological theory is conceptualised as presence of a perceived cognitive inconsistency, subsequent arousal of a cognitive dissonance state (CDS), and a reduction strategy employed to reduce this dissonance state. Extant research suggests that individuals are more likely to maintain and justify perceived dissonant behaviours than they are to change them. As such, scholars have called for further investigation of the psychological mechanisms underpinning pro-environmental food behaviours. This PhD study thus aims to explore the characteristics of the cognitive dissonance expressed by consumers in the context of environmental food behaviours.
Methods:
This research adopted a social-cognitive lens and interpretative epistemology to understand and interpret the lived experiences of individuals in this context. The study adopted a qualitative methodology and occurred in two consecutive phases. Phase 1, which formed part of the PLATEFORMS research project, comprised 41 in-depth interviews and adopted a CDT lens to explore the role of emotions in the context of environmental food behaviours. The phase 2 research design was informed by, and sought to build on, phase 1 findings in characterising and theorising on the key components of cognitive dissonance. This phase applied CDT as central theoretical lens in conducting vignette-based in-depth online interviews with 24 ‘environmentally conscious’ consumers.
Findings:
The findings of phase 1 identified goal hierarchies and goal frames as central elements underpinning the emotions expressed and dissonance reduction strategies employed. Emotions were characterised by considering orientation (self versus other) and valence (positive versus negative). Analysis suggested that self-oriented emotions such as guilt and pride are more likely to precede action-based dissonance reduction strategies while other-oriented emotions such as annoyance and frustration more often underpin cognition-based reduction strategies.
Phase 2 findings sought to provide a more complete account of goals, emotions and dissonance reduction strategies. A complex and interconnected array of factors relating to lifestyle and external structures impacted goal achievement or suppression. Consequently, a mix of self-oriented and other-oriented negative emotions was witnessed while positive emotions were predominantly self-oriented in nature. Analysis further explored the motivational mechanisms underpinning dissonance reduction strategies by focusing on the determinants of environmental goals. Environmental learning, reduced psychological distance, personal responsibility, and perceived consumer effectiveness increased the salience of environmental goals, ultimately promoting pro-environmental action tendencies. Thus, environmental learning played a crucial role in developing relevant cognitions that supported pro-environmental behaviours, essentially overriding competing cognitions that may otherwise undermine performance of pro-environmental actions.
Research Implications:
Theoretically, this study extends current characterisation of cognitive dissonance, highlighting the constructive motivational capacity of dissonance and emotions along with the instrumental role of environmental goals in this context. Methodological contributions relate to the use of projective qualitative vignettes, while practical implications outline several pathways worth considering in fostering environmental learning and ultimately promoting and facilitating wider adoption of pro-environmental food behaviours on a societal level.
Description
Keywords
Food , Environmental behaviours , Cognitive dissonance , Emotions
Citation
Moran, C. W. 2024. Exploring the characteristics of cognitive dissonance experienced by consumers in the context of environmental food behaviours. PhD Thesis, University College Cork.