--Study now complete--- To investigate the organic food – moral reasoning connection in the real world, we have planned a field study. Specifically, we will administer the same 6 moral dilemmas used by Eskine (2012) to participants arriving, departing, or passing by the Oak Park Farmer’s Market. The Oak Park Farmer’s Market is a weekly open-air market held in the community of Oak Park, IL. The market requires [application][1] from vendor’s confirming that their produce is locally grown and grown in a way that is organic/sustainable (s). [Enforcement of market rules is strictly enforced][2]. The goal of this study, then, is to see if there are differences in moral reasoning between: - Those just arriving at the market, who have not yet purchased organic food - Those departing the market, who have purchased organic food - Those passing by the market, who have no intention of buying organic food at that time Based on Eskine’s findings we hypothesis moral harshness should follow this order: Departing >> Arriving >> Passing By It is possible, however, that arriving at the market has already maximally activated notions of organic food, so that departing ~= arriving. This would not be consistent, however, with moral licensing, in which it is doing a good deed that produces the licensing effect. We have posted our protocol, sampling plan, and analysis plan in advance of data collection (8/21/2014) [1]: http://www.oak-park.us/our-community/farmers-market/documents-application [2]: http://www.oakpark.com/News/Articles/10-23-2012/Vendor-suspended-from-Oak-Park-Farmers-Market-for-selling-fruit-he-didn%27t-grow/