Featured Research

from universities, journals, and other organizations

Personal, social concerns motivate organic food buyers

Date:
October 21, 2013
Source:
Washington State University
Summary:
Predicting whether consumers will purchase organic or conventional food is a multimillion dollar gamble within the food sector. Researchers can now help advertisers more effectively target the fast-growing organic food market.

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.

Related Articles


"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.


Story Source:

The above story is based on materials provided by Washington State University. The original article was written by Sue McMurray. Note: Materials may be edited for content and length.


Journal Reference:

  1. Kareklas et al. 'I Eat Organic for My Benefit and Yours': Egoistic and Altruistic Considerations for Purchasing Organic Food and Their Implications for Advertising Strategists. Journal of Advertising, October 2013

Cite This Page:

Washington State University. "Personal, social concerns motivate organic food buyers." ScienceDaily. ScienceDaily, 21 October 2013. <www.sciencedaily.com/releases/2013/10/131021095026.htm>.
Washington State University. (2013, October 21). Personal, social concerns motivate organic food buyers. ScienceDaily. Retrieved November 28, 2014 from www.sciencedaily.com/releases/2013/10/131021095026.htm
Washington State University. "Personal, social concerns motivate organic food buyers." ScienceDaily. www.sciencedaily.com/releases/2013/10/131021095026.htm (accessed November 28, 2014).

Share This


More From ScienceDaily



More Plants & Animals News

Friday, November 28, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Research on Bats Could Help Develop Drugs Against Ebola

Research on Bats Could Help Develop Drugs Against Ebola

AFP (Nov. 28, 2014) In Africa's only biosafety level 4 laboratory, scientists have been carrying out experiments on bats to understand how virus like Ebola are being transmitted, and how some of them resist to it. Duration: 01:18 Video provided by AFP
Powered by NewsLook.com
New Dinosaur Species Found in Museum Collection

New Dinosaur Species Found in Museum Collection

Reuters - Innovations Video Online (Nov. 27, 2014) A British palaeontologist has discovered a new species of dinosaur while studying fossils in a Canadian museum. Pentaceratops aquilonius was related to Triceratops and lived at the end of the Cretaceous Period, around 75 million years ago. Jim Drury has more. Video provided by Reuters
Powered by NewsLook.com
Tryptophan Isn't Making You Sleepy On Thanksgiving

Tryptophan Isn't Making You Sleepy On Thanksgiving

Newsy (Nov. 27, 2014) Tryptophan, a chemical found naturally in turkey meat, gets blamed for sleepiness after Thanksgiving meals. But science points to other culprits. Video provided by Newsy
Powered by NewsLook.com
Classic Hollywood Memorabilia Goes Under the Hammer

Classic Hollywood Memorabilia Goes Under the Hammer

Reuters - Entertainment Video Online (Nov. 26, 2014) The iconic piano from "Casablanca" and the Cowardly Lion suit from "The Wizard of Oz" fetch millions at auction. Sara Hemrajani reports. Video provided by Reuters
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Plants & Animals

Earth & Climate

Fossils & Ruins

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins