Organic Food Buyers Motivated by Social and Personal Concerns

Cell-nique_Organic_Green_DrinkMaking a prediction on whether people will buy conventional or organic is extremely challenging in the food sector. The researchers at Washington State University College of Business published a paper that will assist advertisers in targeting the fast-rising organic food market effectively. The lead author of the paper, Ioannis Kareklas said that they proposed that organic purchases are not just made for the purpose of benefiting one’s self. He said that the paper gives solid evidence that the attitudes of consumers towards purchasing organic food products are most likely to be changed by advertising that addresses both environmental and personal concerns.

The success of an advertisement is affected by personal values. Research studies have shown that messages of promoting a product have a tendency to be evaluated favorably when they display consistency with the values upheld by customers. For instance, Western cultures that are more independent and focus on individualism and autonomy positively respond to advertisements that give emphasis to personal welfare. Consumers originating from cultures such as Latin America and East Asian, which are interdependent, would respond positively to advertisements that focus on collective welfare. Research has also shown that a similarity in most people is that altruistic and egoistic concerns coexist. This means that advertisements that focus on altruistic and egoistic concerns can make consumers learn more about their personal values. This would in turn increase the promotional messages’ effectiveness. This research study is relevant because it gives a theoretical basis to explain the reason why different individuals have different attitudes towards specific organic foods. It is recommended that advertisers give consideration to designing messages linked to both environmental and personal benefits.