University of Twente Student Theses
As of Friday, 8 August 2025, the current Student Theses repository is no longer available for thesis uploads. A new Student Theses repository will be available starting Friday, 15 August 2025.
An ESM Study: Exploring the Influence of Moral Licensing on Food Purchasing Behaviour
Yacoubian, Lara (2025) An ESM Study: Exploring the Influence of Moral Licensing on Food Purchasing Behaviour.
|
PDF
553kB |
| Abstract: | This study explored the influence of moral licensing, a behavioural mechanism whereby previous moral actions warrant immoral behaviours, on unhealthy food purchases. Utilising an Experience Sampling Method (ESM), a sample of twenty-four participants was assessed three times a day, across a seven-day period. The participants were assessed on their reported moral licensing tendencies, as well as their food purchasing behaviour. Moral licensing was assessed using a set of four statement items, while reported food purchases were categorised using Nova, a classification system that sorts food items based on the degree to which they are processed. Despite frequent reports of moral licensing tendencies and unhealthy food purchases, the multilevel analysis between moral licensing and unhealthy food purchases revealed no significant effect. The results suggest that moral licensing may have limited applicability in the domain of food-related decisions, underscoring the importance of exploring domain and contextual elements in consumer behaviour. In light of future research, the current study calls for a larger and more diverse sample, as well as the consideration of employing qualitative methods to further enhance the understanding of moral licensing in relation to food purchasing. Key words: Moral Licensing, Food Purchasing, Experience Sampling Method (ESM) |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 77 psychology |
| Programme: | Psychology BSc (56604) |
| Link to this item: | https://purl.utwente.nl/essays/106711 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
Show download statistics for this publication
Show download statistics for this publicationRepository Staff Only: item control page