Organic food advertising

Abstract

This research evaluates how organic food labels influence consumer perception of healthiness/ tastiness, and their attitudes toward advertising/ brand and purchase intention. The results show that organic labels have a main effect on consumers’ perception of healthiness, attitudes toward advertising/ brand, and purchase intention regardless of the product type or claim type. Also, this research suggests that organic labels effect on advertising was different by product type (utilitarian vs. hedonic). When organic labels and utilitarian foods were used simultaneously in an advertisement, the perceived tastiness of consumers was higher than organic labeled hedonic food advertising. However, there was no different effect of claim type (nutrient content claim vs. taste claim) when it is used with organic label on advertising because of a halo effect. When organic labeled hedonic food was combined with nutrient content claims in advertising, it shows a higher purchase intention than the one with just the taste claim.