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In October 2015, the World Health Organization (WHO) reported that the International Agency for Research on Cancer (IARC) had classified the consumption of both red and processed meats as carcinogenic to humans (Bouvard et al., 2015; IARC, 2015). The primary purpose of this study was to investigate the effect of the awareness of this announcement on Korean married female consumers’ moral attitudes, with a particular focus on feelings of guilt and purchase behavior. Through a survey and analysis of real purchase data, we discovered the effect of consumers’ recognition of IARC’s carcinogenicity assessment on consumer guilt and purchase of red and processed meats.


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