‘It’s all about the (learning) journey’: An exploration of psychological phenomena underpinning the characteristics of cognitive dissonance in the context of environmental food behaviours

Chris Moran; Mary McCarthy; Claire O'Neill

‘It’s all about the (learning) journey’: An exploration of psychological phenomena underpinning the characteristics of cognitive dissonance in the context of environmental food behaviours

Cork University Business School

Research output: Chapter in Book/Report/Conference proceedings › Conference proceeding › peer-review

Original language	English (Ireland)
Title of host publication	Proceedings of Academy of Marketing 2026 Annual Conference and Doctoral Colloquium: Breaking Boundaries – Unlocking Potential
ISBN (Electronic)	978-1-9196473-2-6
Publication status	Published - 8 Jul 2026
Event	Academy of Marketing Conference 2026 - Manchester, United Kingdom Duration: 6 Jul 2026 → 9 Jul 2026

Conference

Conference	Academy of Marketing Conference 2026
Country/Territory	United Kingdom
City	Manchester
Period	6/07/26 → 9/07/26

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

UCC Futures

Food, Microbiome and Health

Access to Document

https://academyofmarketing.org/wp-content/uploads/2026/07/AM-PROCEEDINGS-2026.pdf

Cite this

Moran, C., McCarthy, M., & O'Neill, C. (2026). ‘It’s all about the (learning) journey’: An exploration of psychological phenomena underpinning the characteristics of cognitive dissonance in the context of environmental food behaviours. In Proceedings of Academy of Marketing 2026 Annual Conference and Doctoral Colloquium: Breaking Boundaries – Unlocking Potential https://academyofmarketing.org/wp-content/uploads/2026/07/AM-PROCEEDINGS-2026.pdf

Moran, Chris ; McCarthy, Mary ; O'Neill, Claire. / ‘It’s all about the (learning) journey’: An exploration of psychological phenomena underpinning the characteristics of cognitive dissonance in the context of environmental food behaviours. Proceedings of Academy of Marketing 2026 Annual Conference and Doctoral Colloquium: Breaking Boundaries – Unlocking Potential. 2026.

@inproceedings{b228b5bdb270495e849874d2678c9e65,

title = "{\textquoteleft}It{\textquoteright}s all about the (learning) journey{\textquoteright}: An exploration of psychological phenomena underpinning the characteristics of cognitive dissonance in the context of environmental food behaviours",

author = "Chris Moran and Mary McCarthy and Claire O'Neill",

year = "2026",

month = jul,

day = "8",

language = "English (Ireland)",

booktitle = "Proceedings of Academy of Marketing 2026 Annual Conference and Doctoral Colloquium: Breaking Boundaries – Unlocking Potential",

note = "Academy of Marketing Conference 2026 ; Conference date: 06-07-2026 Through 09-07-2026",

}

Moran, C , McCarthy, M & O'Neill, C 2026, ‘It’s all about the (learning) journey’: An exploration of psychological phenomena underpinning the characteristics of cognitive dissonance in the context of environmental food behaviours. in Proceedings of Academy of Marketing 2026 Annual Conference and Doctoral Colloquium: Breaking Boundaries – Unlocking Potential. Academy of Marketing Conference 2026, Manchester, United Kingdom, 6/07/26. <https://academyofmarketing.org/wp-content/uploads/2026/07/AM-PROCEEDINGS-2026.pdf>

‘It’s all about the (learning) journey’: An exploration of psychological phenomena underpinning the characteristics of cognitive dissonance in the context of environmental food behaviours. / Moran, Chris ; McCarthy, Mary ; O'Neill, Claire.
Proceedings of Academy of Marketing 2026 Annual Conference and Doctoral Colloquium: Breaking Boundaries – Unlocking Potential. 2026.

Research output: Chapter in Book/Report/Conference proceedings › Conference proceeding › peer-review

TY - GEN

T1 - ‘It’s all about the (learning) journey’: An exploration of psychological phenomena underpinning the characteristics of cognitive dissonance in the context of environmental food behaviours

AU - Moran, Chris

AU - McCarthy, Mary

AU - O'Neill, Claire

PY - 2026/7/8

Y1 - 2026/7/8

M3 - Conference proceeding

BT - Proceedings of Academy of Marketing 2026 Annual Conference and Doctoral Colloquium: Breaking Boundaries – Unlocking Potential

T2 - Academy of Marketing Conference 2026

Y2 - 6 July 2026 through 9 July 2026

ER -