- Moral Licensing
Every consumer is facing the same problems when it comes to food. Hot topics such as nutrition, healthy eating, and the newest celebrity fad diets are popular among consumers of todays society. The question is how much do consumers truly understand about healthy choices when it comes to food. Many consumers do not have a healthy relationship when it comes to food. Terms such as moderation and superfoods are thrown around with abandon. Consumers also face issues with moral licensing, which can lead to an unhealthy relationship with food.
Many consumers think of moderation as not overeating, but it goes further than that. Moderation is technically an avoidance of extremes, this means too little and too much. Consumers have to understand that moderation is not eating healthy at certain meal and having donuts for breakfast, and a pizza for dinner a few days later because you have been ‘good’. Moderation practices such as this can lead consumers to engage in moral licensing. Many consumers have an unhealthy mental relationship with food, they categorize foods as good or bad when there really is no such thing in food. Consumers who engage in moral licensing will tell themselves, “I can have this pizza because I was good and ate that salad earlier”. This type of thinking becomes a destructive habit, consumers are more likely to eat junk food if they think this way. Consumers should not base their moral well-being on food as it ruins any chance of a healthy relationship with food.
Consumers should also be aware of market terms such as superfoods. Superfoods are not real, there are no new food that act as a nutritional superhero. Claimed superfood like blueberries, kale, spinach, salmon, etc. have always been around, but only recently have they been marketed as superfoods. Consumers should not take the label of superfoods at face value, instead they should be looking at the actual nutritional value of the food item and consider if it is actually what they need.