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Goody-goodies and soy butter

10 September 2014

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:15 September 2017 3.08 p.m.
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