How Product Type and Organic Label Structure Combine to Influence Consumers’ Evaluations of Organic Foods

Parker, Jeffrey R.; Paul, Iman; Hamilton, Ryan; Vila, Omar Rodriguez; Bharadwaj, Sundar G.

doi:10.1177/0743915620922873

Cited by 9 publications

(6 citation statements)

References 35 publications

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“…Doom and Verhoef (van Doorn and Verhoef, 2011) found that consumers were willing to pay a premium for organic labeling of autos and were unwilling to pay a premium for organic labeling of indulgences due to perceived quality issues. Consistent with previous findings, Parker et al . (2021) found that organic labeling in food products was detrimental to the evaluation of vice products but that simply changing the organic labeling construct attenuated the negative evaluation of indulgences.…”

Section: Literature Reviewsupporting

confidence: 93%

Research on the matching effect between advertising appeal and product type on the purchase intention of organic food

Zhao,

Huo,

Wei

et al. 2024

BFJ

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PurposeThe study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood Model serves as the theoretical framework for understanding the cognitive processing involved in consumers' responses to these advertising appeals and product combinations.Design/methodology/approachThis paper aims to investigate the impact of advertising appeals on consumers' intentions to purchase organic food. We explored the interaction between advertising appeals (egoistic vs altruistic) and product types (virtue vs vice) and purchase intention. The goal is to provide insights that can enhance the advertising effectiveness of organic food manufacturers and retailers.FindingsThe analysis reveals significant effects on consumers' purchase intentions based on the matching of advertising appeals with product types. Specifically, when egoistic appeals align with virtuous products, there is an improvement in consumers' purchase intentions. When altruistic appeals match vice products, a positive impact on purchase intention is observed. The results suggest that the matching of advertising appeals with product types enhances processing fluency, contributing to increased purchase intention.Originality/valueThis research contributes to the field by providing nuanced insights into the interplay between advertising appeals and product types within the context of organic food. The findings highlight the importance of considering the synergy between egoistic appeals and virtuous products, as well as altruistic appeals and vice products. This understanding can be strategically employed by organic food manufacturers and retailers to optimize their advertising strategies, thereby improving their overall effectiveness in influencing consumers' purchase intentions.

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Section: Literature Reviewsupporting

confidence: 93%

Research on the matching effect between advertising appeal and product type on the purchase intention of organic food

Zhao,

Huo,

Wei

et al. 2024

BFJ

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“…Karahan Uysal et al [71]; Janssen and Hamm [72]; Richetin et al [73]; Meyerding and Merz [74]; Yin et al [75]; Parker et al [76], Study 1a; Gaylord et al [77]) compared products with several organic label variants, rather than products with no (or a conventional) label and those with an organic label; i.e., they examined whether there is a difference in consumers' evaluation as a result of the type of label on the product, not the effect of the organic label. The examination by Mather et al [78], Gifford and Bernard [62], and Onken et al [22] had a similar setting, with the difference that instead of comparing various organic label types, they involved labels connected to more diverse production systems (e.g., natural, free-range, not GM fed).…”

Section: Methodsmentioning

confidence: 99%

“…Altogether, twenty-nine of the examined studies applied this definition. Twenty-two of them (Studies 1 and 2 by Van Doorn and Verhoef [99]; Larceneux et al [8]; Bauer et al [100]; Schuldt and Hannahan [12], Stage 2; Ellison et al [101]; Gorissen and Weijters [85], Study 3; Prada et al [102], Experiments 1 and 2; Lee et al [103], Studies 1 and 2; Scholl-Grissemann [104], Studies 1 and 2; Amos et al [105], Study 1; Besson et al [56], Study 2; Küst [106]; Septianto et al [107], Study 1 and 2; Nadricka et al [108], Studies 1, 2, and 3; Parker et al [76], Study 1b) examined the effect of an organic label on hypothetical products (v HAO − v HB ), and six (Van Doorn and Verhoef [99], Study 3; Guilabert and Wood [132]; Hemmerling et al [127]; Laureati et al [128]; Kiss et al [133]; Apaolaza et al [126]) on organic products (v OAO − v OB ). One study (Johansson et al [130]) investigated the effect of a false organic label appearing on a conventional product (v CAO − v CB ).…”

mentioning

confidence: 99%

On the Mechanics of the Organic Label Effect: How Does Organic Labeling Change Consumer Evaluation of Food Products?

Kun

Kiss

2021

Sustainability

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The literature on the effect of organic labels on consumers’ perception of food products has grown significantly over the last two decades. Since the number of empirical studies has also increased greatly, a literature review revealing the operational definitions of the organic label effect (OLE), which have evolved among researchers, has become necessary. Accordingly, in the current article, 82 studies are reviewed. It was found that studies cluster around two interpretations: they define the OLE either as a change in the evaluation of a given product or as a change in the evaluation of the difference between an organic and a conventional product resulted from organic labeling. We term the first approach the absolute OLE and the latter the relative OLE. Our analysis shows that, when applied separately, these two interpretations might lead to significantly different measurement results, but they can be merged into one concept. We argue that organic labeling affects not only the evaluation of products receiving the organic label but the evaluation of competing products without such a label as well. We reveal that the relative OLE is equivalent to the difference between the absolute effects of organic labeling on the labeled and on the unlabeled products.

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“…gluten-free ingredients) and ecological ethics (e.g. free-range grazing) (Parker et al, 2017). Verbeke et al (2013) claimed that credence-labels symbolize consumers' expectations of food quality and can be used by consumers to infer food quality.…”

Section: Theoretical Foundationmentioning

confidence: 99%

Effects of cues of credence-label structure on consumers’ willingness to purchase health foods

Jia

Jin

et al. 2022

NBRI

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Purpose This paper aims to propose a framework model of belief consistency on the confirmatory bias theory, trying to explore the interactions between cues of credence-label structure and different controversial types of health foods, as well as the intermediary mechanism of belief consistency. Design/methodology/approach This paper presents a conceptual framework of belief consistency based on confirmation bias theory. The interactions between cues of credence-label structure and different controversial types of health foods, as well as the intermediary mechanism of belief consistency. Findings Consumers’ willingness to purchase varies under interactions between cues of credence-label structure (product-level and ingredient-level credence-label cues) and different controversial types of health foods (noncontroversial health foods and controversial health foods). In the consumption context of noncontroversial health foods, the presence of product-level credence-label cues causes confirmation bias, greater perception of health belief consistency and higher willingness to purchase healthy foods. In the consumption context of controversial health foods, the presence of ingredient-level credence-label cues results in the prevention of confirmation bias, lower perception of unhealthy belief consistency and higher willingness to purchase health foods. Originality/value This paper offers a significant tool for researchers to enrich relevant theories in the field of the conceptual framework of cues of credence-label structure. It also discusses practical implications for enterprise marketing and for the health and welfare of consumers.

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How Product Type and Organic Label Structure Combine to Influence Consumers’ Evaluations of Organic Foods

Cited by 9 publications

References 35 publications

Research on the matching effect between advertising appeal and product type on the purchase intention of organic food

Research on the matching effect between advertising appeal and product type on the purchase intention of organic food

On the Mechanics of the Organic Label Effect: How Does Organic Labeling Change Consumer Evaluation of Food Products?

Effects of cues of credence-label structure on consumers’ willingness to purchase health foods

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