Goody-goodies and soy butter
Although consumers find it important to behave morally, extremely moral behaviour can irritate others. ‘Goody-goodies’ are far from popular. Jan Willem Bolderdijk wants to study the relevance of this mechanism for the marketing of sustainable food sources such as cultured meat and soy butter. His research proposal was recently rewarded by NWO with a Veni grant.
The weekly online video magazine Unifocus highlights topics related to the University of Groningen in the fields of research and society, student life, teaching, policy and internationalization.
| Last modified: | 12 March 2020 10.15 p.m. |
More news
-
07 October 2025
What art does to us
Psychologist Ralf Cox studies the effects of art on people — from heart rate to association, from emotion to social interaction. His research shows that the experience of art is both measurable and intangible.
-
01 October 2025
EU citizens on climate measures: support for subsidies, opposition to taxes
After a summer marked by multiple heatwaves exacerbated by climate change, a new study shows that many EU citizens are willing to support various forms of climate policy.
-
26 September 2025
Engaging in physical activity lowers healthcare costs
Researchers at the University of Groningen have conducted research for the municipalities of Rotterdam and Amsterdam into the relationship between sports and exercise and healthcare costs. The results of the study ‘The relationship between sports and...