Marketing Processed Organic Foods: The Impact of Promotional Message Framing (Vice Vs. Virtue Advertising) on Perceptions of Healthfulness

Anghelcev, George; McGroarty, Siobhan; Sar, Sela; Moultrie, J; Huang, Yan

doi:10.1080/10454446.2020.1792022

Cited by 12 publications

(9 citation statements)

References 96 publications

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“…Utilitarian and hedonic attributes impact consumer satisfaction, word of mouth and purchase intentions; however, this depends on how the product is designed and appealed to customers. In terms of food, hedonic purchases are made because the food is delicious, whereas utilitarian purchases are made because they are nutritious, healthy and alleviate hunger (Anghelcev et al, 2020). The entomophagy campaign of "Eat Insects [.…”

Section: Gateway Bug To Edible Insect Consumptionmentioning

confidence: 99%

The gateway bug to edible insect consumption: interactions between message framing, celebrity endorsement and online social support

Legendre

Baker

2021

IJCHM

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Purpose Climate change and global population growth are threatening the sustainability of hospitality food systems. Foodservice organizations are seeking an optimal solution for this problem. The United Nations Food and Agriculture Organization proposed edible insects as a solution, yet the “yuck” factor discourages consumers from actively endorsing this option. Thus, this study aims to find ways to increase consumer acceptance of edible insects. Design/methodology/approach A 2 (message framing: hedonic vs utilitarian) × 2 (celebrity endorsement: absence vs presence) × 2 (social support: low vs high) between-subjects factorial design experiment was conducted. Findings The significant three-way interaction effects show that when celebrity endorsement is absent, there is no difference in restaurant advocacy (RA) and experience satisfaction between utilitarian and hedonic message framing, regardless of low (vs high) social support. However, when celebrity endorsement is present and social support is not lacking, a hedonic (vs a utilitarian) message had more significant effects on dependent variables. Conversely, when celebrity-endorsed messages receive high social support, utilitarian (vs hedonic) messages had a more substantial effect on the outcome variables. Originality/value This study contributes to alternative protein and associated consumer psychology and hospitality marketing literature by introducing marketing strategies for edible insects. By demonstrating the three-way interaction effects of message framing, celebrity, endorsement and social support on RA and experience satisfaction, this study could demonstrate some boundary conditions to consider when applying celebrity endorsement strategies (e.g. message framing and social support). Also, by addressing the effects of social support, this study builds upon the lack of hospitality literature on online social support.

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Section: Gateway Bug To Edible Insect Consumptionmentioning

confidence: 99%

The gateway bug to edible insect consumption: interactions between message framing, celebrity endorsement and online social support

Legendre

Baker

2021

IJCHM

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“…Researchers (Anghelcev et al. , 2020; Pew Research Center, 2016; Rana and Paul, 2017) found, people believe that organic foods are healthier than conventional foods.…”

Section: Introductionmentioning

confidence: 99%

“…Researchers (Anghelcev et al, 2020;Pew Research Center, 2016;Rana and Paul, 2017) found, people believe that organic foods are healthier than conventional foods. Rosen (2010) reported the organic foods industry promoted its products as nutritionally superior to conventional foods.…”

Section: Introductionmentioning

confidence: 99%

Factors affecting public perception of scientific information about organic foods

Koswatta

Leggette

Murphrey

2022

BFJ

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PurposePublic perception of health benefits derived from organic foods is often misaligned with scientific evidence. This study aims to examine the factors affecting public perception of scientific information about organic foods.Design/methodology/approachThe authors conducted multinominal and multiple linear regression analyses to examine associations between public perception of scientific information about organic foods and 19 factors using data from a descriptive survey (N = 763).FindingsPerceived benefits of organic foods, trust in scientists, communicator credibility, preexisting beliefs and events related to science (e.g. COVID-19) were significant predictors of public perception of scientific information about organic foods.Theoretical implicationsCognitive dissonance and recreancy theoretical frameworks help describe relationships between beliefs, science, trust and risk. These theories intersect when purchasing credence goods (i.e. organic foods) whose qualities cannot be observed during or after purchase. Hence, public trust of scientific information about perceived health benefits of organic foods may conflict with strongly held beliefs that contradict scientific findings.Practical implicationsScientists can more effectively share research findings after trust is established through the listening, asking and sharing values process. Therefore, by following the path of listening, asking and sharing the endogenous/exogenous factors in this study, scientists and the public can have meaningful conversations about perceived health benefits and nutritional values of organically and conventionally grown foods.Originality/valueCurrent research on perception factors about organic foods often examined consumers' perceptions and purchase intentions but rarely considered perceptions of scientific information about organic foods. This study examined relationships between public perception of scientific information about organic foods and endogenous/exogenous factors.

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“…Organic appeals advertising refers to message content and information that explain and emphasize organic elements of a product, such as milk ( Yang and Ghose, 2010 ). In particular, organic appeals advertising often indicates that organic milk is naturally produced with rich nutrition, is processed without chemicals, and is healthy and safe for consumers ( Anghelcev et al, 2020 ). By contrast, non-organic appeals advertising does not present and emphasize organic elements of a milk product ( Carfora et al, 2019 ).…”

Section: Introductionmentioning

confidence: 99%

“…By contrast, non-organic appeals advertising does not present and emphasize organic elements of a milk product ( Carfora et al, 2019 ). Organic appeals advertising may be an effective way to provide useful information and knowledge for consumers to understand organic milk products better ( Anghelcev et al, 2020 ). Although several firms have widely used organic appeals advertising to educate and persuade consumers ( Wu et al, 2019 ), the effect of organic appeals advertising on consumers’ motivation and behavior has been unclear and lacks empirical evidence in prior literature.…”

Section: Introductionmentioning

confidence: 99%

Investigating the Effects of Intrinsic Motivation and Emotional Appeals Into the Link Between Organic Appeals Advertisement and Purchase Intention Toward Organic Milk

et al. 2021

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Consumers care about healthy food. Thus, several firms use organic appeals advertising to change consumer attitudes and persuade them to purchase organic food. Organic appeals advertisement often presents content that provides information and knowledge about organic elements of a food product (e.g., health, safety, a lack of chemicals, and rich nutrition). In contrast, non-organic appeals advertisement does not present information about organic elements of a food product. This study aims to clarify the effect of organic appeals advertisement on consumer motivations and behavior. It uses the stimuli-organism-response model and self-determination motivation theory to investigate the relationship between organic appeals advertisement and purchase intention toward organic milk considering the mediating role of intrinsic motivation and the moderating role of emotional appeals. Two experimental designs are used to test the hypotheses. Results show that consumers receiving organic appeals advertisement have a higher intention to purchase organic milk than those receiving non-organic appeals advertisement. Furthermore, intrinsic motivation is found to have a mediating role in the link between organic appeals advertisement and purchase intention. In other words, when consumers receive advertisements of an organic milk product, they have higher intrinsic motivation and hold higher intention to purchase organic milk products. Furthermore, emotional appeals have a moderating effect on the relationship between organic appeals advertisement and intrinsic motivation. The influence of organic appeals advertisement on intrinsic motivation is stronger when emotional appeals are positive and weaker when emotional appeals are negative.

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Marketing Processed Organic Foods: The Impact of Promotional Message Framing (Vice Vs. Virtue Advertising) on Perceptions of Healthfulness

Cited by 12 publications

References 96 publications

The gateway bug to edible insect consumption: interactions between message framing, celebrity endorsement and online social support

The gateway bug to edible insect consumption: interactions between message framing, celebrity endorsement and online social support

Factors affecting public perception of scientific information about organic foods

Investigating the Effects of Intrinsic Motivation and Emotional Appeals Into the Link Between Organic Appeals Advertisement and Purchase Intention Toward Organic Milk

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