“The climate apocalypse is coming. I want to eat brownies!:” How climate change’s threat influences vice food consumption

Addressing climate change and safeguarding consumers’ health are critical imperatives; however, balancing these objectives can be challenging, as individuals’ perceptions of climate change may lead to increased consumption of unhealthy foods. Drawing on appraisal theory, this study examines whether, how, and when climate change appraisals influence vice food consumption. Using a mixed-method design that combines in-depth interviews (Study 1), three online experiments, and a field experiment (Studies 2, 3, 4, and 5), this research provides a multifaceted perspective on the phenomenon. I demonstrate that low collective efficacy perceptions among consumers lead to increased consumption of vice foods rather than healthy options. Anxiety is identified as the primary psychological mechanism driving this effect, more so than alternative emotional explanations (e.g., fear). The mediating effect of anxiety also gets amplified among vulnerable consumers with low self-control. This research provides insights to support the simultaneous achievement of the United Nations’ Sustainable Goals for addressing climate change and promoting individual health and well-being, with significant implications for policymakers and society at large.