Overthinking environmentally friendly? Need for cognition moderates the sustainability signal of natural patterns in biodegradable tableware

Biodegradable, single-use tableware is gaining in popularity and its use presents clear benefits for the environment. This short communication reports how consumer perception of natural imperfection in biodegradable palm sheath plates affects business-relevant outcomes, such as purchase intent and the sensory evaluation and consumption of foodstuffs served on this type of product. Individual differences in need for cognition influence how imperfections in palm sheath plates are perceived, either as an attribute of sustainability or aesthetics. Two conditional serial mediation models test the indirect effect of natural patterning and color variation on purchase intent for biodegradable serving plates. Propensity for cognition differentially moderates the effect of perceived imperfection on the evaluation of the attributes “environmental friendly” and “clean.” Both attributes positively affect purchase intent, which predicts the hedonic evaluation of tortilla roll ups served on biodegradable plates and amount consumed, thus, suggesting that the evaluation of the tableware exerts a halo effect on the foodstuffs served on it. Without providing additional information regarding its cause, the overall effect of natural patterning on purchase intent is negative. The initial results illuminate consumers' message processing, and hint at a potential conflict between competing consumer desires as for sustainability and aesthetics. These insights can be used in targeting and communications to promote consumer acceptance of seemingly inferior products.