A study by an international research team has shown that emotional messages on social media can enhance consumers' willingness to pay for sustainably sourced chocolate. By dividing over 2,000 participants into groups exposed to either factual or emotion-laden videos about cocoa cultivation, the researchers found that negative emotions, like fear and anger, caused by depictions of child labor and deforestation, temporarily increased the participants' readiness to invest more in sustainable chocolate. However, this effect diminishes over time once the emotional trigger is removed.
"Triggering emotions increases willingness to pay, particularly in the short term, but the effect wanes quickly once the emotional content is no longer present."
"Negative emotions like fear, anger, or sadness, especially connected to images of child labor and deforestation, significantly boost consumers' willingness to pay for sustainable chocolate products."
#sustainable-food #emotional-marketing #consumer-behavior #chocolate-industry #social-media-influence
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