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!
Europe’s Demographic Future. Where the Regions Are Heading after a Decade of Crises
10.08.2017 | Berlin-Institut für Bevölkerung und Entwicklung
Scientists reveal source of human heartbeat in 3-D
07.08.2017 | University of Manchester
Whether you call it effervescent, fizzy, or sparkling, carbonated water is making a comeback as a beverage. Aside from quenching thirst, researchers at the University of Illinois at Urbana-Champaign have discovered a new use for these "bubbly" concoctions that will have major impact on the manufacturer of the world's thinnest, flattest, and one most useful materials -- graphene.
As graphene's popularity grows as an advanced "wonder" material, the speed and quality at which it can be manufactured will be paramount. With that in mind,...
Physicists at the University of Bonn have managed to create optical hollows and more complex patterns into which the light of a Bose-Einstein condensate flows. The creation of such highly low-loss structures for light is a prerequisite for complex light circuits, such as for quantum information processing for a new generation of computers. The researchers are now presenting their results in the journal Nature Photonics.
Light particles (photons) occur as tiny, indivisible portions. Many thousands of these light portions can be merged to form a single super-photon if they are...
For the first time, scientists have shown that circular RNA is linked to brain function. When a RNA molecule called Cdr1as was deleted from the genome of mice, the animals had problems filtering out unnecessary information – like patients suffering from neuropsychiatric disorders.
While hundreds of circular RNAs (circRNAs) are abundant in mammalian brains, one big question has remained unanswered: What are they actually good for? In the...
An experimental small satellite has successfully collected and delivered data on a key measurement for predicting changes in Earth's climate.
The Radiometer Assessment using Vertically Aligned Nanotubes (RAVAN) CubeSat was launched into low-Earth orbit on Nov. 11, 2016, in order to test new...
A study led by scientists of the Max Planck Institute for the Structure and Dynamics of Matter (MPSD) at the Center for Free-Electron Laser Science in Hamburg presents evidence of the coexistence of superconductivity and “charge-density-waves” in compounds of the poorly-studied family of bismuthates. This observation opens up new perspectives for a deeper understanding of the phenomenon of high-temperature superconductivity, a topic which is at the core of condensed matter research since more than 30 years. The paper by Nicoletti et al has been published in the PNAS.
Since the beginning of the 20th century, superconductivity had been observed in some metals at temperatures only a few degrees above the absolute zero (minus...
16.08.2017 | Event News
04.08.2017 | Event News
26.07.2017 | Event News
18.08.2017 | Life Sciences
18.08.2017 | Physics and Astronomy
18.08.2017 | Materials Sciences