Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Personal and social concerns motivate organic food buyers

21.10.2013
Study offers tips for green advertising strategists

Predicting whether consumers will purchase organic or conventional food is a multimillion dollar gamble within the food sector. A novel paper by Washington State University College of Business researchers will help advertisers more effectively target the fast-growing organic food market.

"We propose that organic purchases are not just made with the intention of benefiting one's self," said lead author Ioannis Kareklas, a WSU marketing assistant professor. "Our paper provides evidence that advertising that highlights and addresses both personal (egoistic) and environmental (altruistic) concerns in tandem may be the most impactful in influencing consumer attitudes toward and intentions to purchase organic products."

The paper is the first in the United States to explore the relative impact of both considerations simultaneously in relation to self-perception. Co-authors include Darrel Muehling, WSU marketing professor, and Jeffrey Carlson, University of Connecticut doctoral student.

Personal values affect advertisement success

Research has shown that promotional messages tend to be evaluated more favorably when they are consistent with consumers' values, said Kareklas. For example, independent, Western cultures that tend to emphasize autonomy and individualism respond more favorably to ads that emphasize personal welfare. Consumers from interdependent cultures, such as East Asian and Latin American countries, prefer ads that emphasize collective welfare.

However, research shows that egoistic and altruistic considerations coexist within all individuals. Therefore, advertising claims focusing on egoistic/altruistic concerns can make consumers aware of their underlying values, thus increasing the effectiveness of promotional messages, he said.

The researchers conducted a three-part study to test their premise. The results of the first two studies suggested that consumers' organic product purchases may be influenced by both egoistic and altruistic considerations. A key finding was that consumers are more influenced by altruistic concerns when considering the purchase of green/organic products compared to conventional products.

In a third study, the researchers tested the effectiveness of various advertising treatments promoting a fictitious new brand of organic meat called "Gold Standard." The ads emphasized personal health, nutritional value, taste, cleaner water, humane treatment of livestock, community support and a combination of these egoistic and altruistic claims.

"We found that the ad featuring both egoistic and altruistic appeals produced more favorable attitudes toward the brand and company and greater purchase intentions," said Kareklas.

Tips for "green" strategists

These results provide an important theoretical foundation that helps explain why and how specific organic food attitudes and purchase intentions vary among individuals.

"It's important to view consumers' organic food perceptions and buying tendencies in relation to self-concept," said Kareklas. "Unlike previous research that often views the two self-views to be mutually exclusive and competing, we find that the goals of the independent and interdependent view of the self are complimentary influences in the context of organic/green purchase considerations."

The researchers suggest advertisers consider designing messages that relate to personal benefits and environmental benefits in tandem, taking note that synergies may be gained by emphasizing both.

The article, titled "I Eat Organic for My Benefit and Yours: Egotistic and Altruistic Considerations for Purchasing Organic Food and Their Implications for Advertising Strategists," will appear in the Journal of Advertising and is available online at http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2325108.

"The article, titled "I Eat Organic for My Benefit and Yours: Egotistic and Altruistic Considerations for Purchasing Organic Food and Their Implications for Advertising Strategists," will appear in the Journal of Advertising and is available online at http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2325108. Kareklas previously published a related article, titled "The Role of Regulatory Focus and Self-View in 'Green' Advertising Message Framing," in the Journal of Advertising: http://www.tandfonline.com/doi/abs/10.1080/00913367.2012.10672455#.UmAiLFPORtw.

Ioannis Kareklas | EurekAlert!
Further information:
http://www.wsu.edu

More articles from Studies and Analyses:

nachricht A sudden drop in outdoor temperature increases the risk of respiratory infections
11.01.2017 | University of Gothenburg

nachricht Urbanization to convert 300,000 km2 of prime croplands
27.12.2016 | Mercator Research Institute on Global Commons and Climate Change (MCC) gGmbH

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Designing Architecture with Solar Building Envelopes

Among the general public, solar thermal energy is currently associated with dark blue, rectangular collectors on building roofs. Technologies are needed for aesthetically high quality architecture which offer the architect more room for manoeuvre when it comes to low- and plus-energy buildings. With the “ArKol” project, researchers at Fraunhofer ISE together with partners are currently developing two façade collectors for solar thermal energy generation, which permit a high degree of design flexibility: a strip collector for opaque façade sections and a solar thermal blind for transparent sections. The current state of the two developments will be presented at the BAU 2017 trade fair.

As part of the “ArKol – development of architecturally highly integrated façade collectors with heat pipes” project, Fraunhofer ISE together with its partners...

Im Focus: How to inflate a hardened concrete shell with a weight of 80 t

At TU Wien, an alternative for resource intensive formwork for the construction of concrete domes was developed. It is now used in a test dome for the Austrian Federal Railways Infrastructure (ÖBB Infrastruktur).

Concrete shells are efficient structures, but not very resource efficient. The formwork for the construction of concrete domes alone requires a high amount of...

Im Focus: Bacterial Pac Man molecule snaps at sugar

Many pathogens use certain sugar compounds from their host to help conceal themselves against the immune system. Scientists at the University of Bonn have now, in cooperation with researchers at the University of York in the United Kingdom, analyzed the dynamics of a bacterial molecule that is involved in this process. They demonstrate that the protein grabs onto the sugar molecule with a Pac Man-like chewing motion and holds it until it can be used. Their results could help design therapeutics that could make the protein poorer at grabbing and holding and hence compromise the pathogen in the host. The study has now been published in “Biophysical Journal”.

The cells of the mouth, nose and intestinal mucosa produce large quantities of a chemical called sialic acid. Many bacteria possess a special transport system...

Im Focus: Newly proposed reference datasets improve weather satellite data quality

UMD, NOAA collaboration demonstrates suitability of in-orbit datasets for weather satellite calibration

"Traffic and weather, together on the hour!" blasts your local radio station, while your smartphone knows the weather halfway across the world. A network of...

Im Focus: Repairing defects in fiber-reinforced plastics more efficiently

Fiber-reinforced plastics (FRP) are frequently used in the aeronautic and automobile industry. However, the repair of workpieces made of these composite materials is often less profitable than exchanging the part. In order to increase the lifetime of FRP parts and to make them more eco-efficient, the Laser Zentrum Hannover e.V. (LZH) and the Apodius GmbH want to combine a new measuring device for fiber layer orientation with an innovative laser-based repair process.

Defects in FRP pieces may be production or operation-related. Whether or not repair is cost-effective depends on the geometry of the defective area, the tools...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

12V, 48V, high-voltage – trends in E/E automotive architecture

10.01.2017 | Event News

2nd Conference on Non-Textual Information on 10 and 11 May 2017 in Hannover

09.01.2017 | Event News

Nothing will happen without batteries making it happen!

05.01.2017 | Event News

 
Latest News

Multiregional brain on a chip

16.01.2017 | Power and Electrical Engineering

New technology enables 5-D imaging in live animals, humans

16.01.2017 | Information Technology

Researchers develop environmentally friendly soy air filter

16.01.2017 | Power and Electrical Engineering

VideoLinks
B2B-VideoLinks
More VideoLinks >>>