"I eat organic for my benefit and yours": : egoistic and altruistic considerations for purchasing organic food and their implications for advertising strategists

• Autores: Ioannis Kareklas, Jeffrey R. Carlson, Darrel D. Muehling
• Localización: Journal of advertising, ISSN 0091-3367, Vol. 43, Nº 1, 2014, págs. 18-32
• Idioma: inglés
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• Resumen

  • We employ a novel adaptation of self-construal theory to explain the theoretical basis of factors that influence organic food purchase decisions. Study 1 reveals that egoistic (e.g., personal health) and altruistic (e.g., environmental) considerations simultaneously predict consumers' organic attitudes and purchase intentions. Study 2 indicates that societal considerations play a more influential role for green/organic products. Study 3 tests advertising treatments utilizing egoistic and/or altruistic claims. Results show that an ad featuring both egoistic and altruistic appeals produces more favorable responses than either an egoistic treatment or a control ad, but is equally effective as an ad featuring altruistic claims.