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Prof. Adriaan Soetevent explains how, given a high enough offer, companies can actually make more money out of the higher sales caused by the arrangement.

Consumers find it important to behave morally, but extreme moral behavior can arouse irritation in their environment. The 'holier-than-thou' attitudes are not popular. Jan Willem Bolderdijk wants to investigate the relevance of this mechanism for the marketing of sustainable food sources such as cultured meat and soy butter.