While most people seem to be aware that our consumption patterns need to change to keep the planet habitable, more needs to be done to motivate them to make consumption choices that can affect real change. We draw on conspicuous conservation and hedonic consumption literature to propose the concept of hedonic conservation, i.e., that people might make better environmental choices if they are motivated by the pleasure they get from the consumption of certain products. We apply our theorizing to the case of organic products, as extant literature supports the idea that they are often the first step toward the consumption of other sustainable products. Our preliminary studies suggest that the mechanism that makes the consumption of organic products appealing comes from the perceived naturalness and not healthiness often associated with organic products. Diana Duque is inviting you to a scheduled Zoom meeting. Join Zoom Meeting https://unil.zoom.us/j/7072247856 Meeting ID: 707 224 7856