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 Researchers simplify tiny structures' construction drip by drip
12.11.2018 | Princeton University, Engineering School

nachricht Mandibular movement monitoring may help improve oral sleep apnea devices
06.11.2018 | Elsevier

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: Nonstop Tranport of Cargo in Nanomachines

Max Planck researchers revel the nano-structure of molecular trains and the reason for smooth transport in cellular antennas.

Moving around, sensing the extracellular environment, and signaling to other cells are important for a cell to function properly. Responsible for those tasks...

Im Focus: UNH scientists help provide first-ever views of elusive energy explosion

Researchers at the University of New Hampshire have captured a difficult-to-view singular event involving "magnetic reconnection"--the process by which sparse particles and energy around Earth collide producing a quick but mighty explosion--in the Earth's magnetotail, the magnetic environment that trails behind the planet.

Magnetic reconnection has remained a bit of a mystery to scientists. They know it exists and have documented the effects that the energy explosions can...

Im Focus: A Chip with Blood Vessels

Biochips have been developed at TU Wien (Vienna), on which tissue can be produced and examined. This allows supplying the tissue with different substances in a very controlled way.

Cultivating human cells in the Petri dish is not a big challenge today. Producing artificial tissue, however, permeated by fine blood vessels, is a much more...

Im Focus: A Leap Into Quantum Technology

Faster and secure data communication: This is the goal of a new joint project involving physicists from the University of Würzburg. The German Federal Ministry of Education and Research funds the project with 14.8 million euro.

In our digital world data security and secure communication are becoming more and more important. Quantum communication is a promising approach to achieve...

Im Focus: Research icebreaker Polarstern begins the Antarctic season

What does it look like below the ice shelf of the calved massive iceberg A68?

On Saturday, 10 November 2018, the research icebreaker Polarstern will leave its homeport of Bremerhaven, bound for Cape Town, South Africa.

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

Optical Coherence Tomography: German-Japanese Research Alliance hosted Medical Imaging Conference

19.11.2018 | Event News

“3rd Conference on Laser Polishing – LaP 2018” Attracts International Experts and Users

09.11.2018 | Event News

On the brain’s ability to find the right direction

06.11.2018 | Event News

 
Latest News

Nonstop Tranport of Cargo in Nanomachines

20.11.2018 | Life Sciences

Researchers find social cultures in chimpanzees

20.11.2018 | Life Sciences

When AI and optoelectronics meet: Researchers take control of light properties

20.11.2018 | Physics and Astronomy

VideoLinks
Science & Research
Overview of more VideoLinks >>>