The Role of Brand Communications in Consumer Purchases of Organic Foods: A Research Framework

Despite a high level of awareness about organic foods in the marketplace, consumer purchases remain relatively low. This article develops a research framework for translation of relatively high consumer awareness of organic foods to increased consumer purchases. Literature review reveals that both a lack of knowledge in how foods qualify as organic and consumers’ mistrust in the way organizations apply the word organic prevents consumers from engaging in organic food purchases. Furthermore, being organic is no longer enough as organic products have become commoditized in the marketplace. With such an increasing commoditization of organic products, there is a growing pressure for organics to more effectively differentiate themselves. Accordingly, there is a dual branding opportunity for upgrading the current state of consumer awareness into both a higher volume of purchases and expanding the consumer base. This article proposes a research framework utilizing brand communications that could play a central role in triggering higher levels of consumer awareness, translating into increased volumes of organic purchases. This research framework considers consumer benefits an antecedent to brand communications and organic knowledge and consumer trust the mediators in influencing consumer organic purchases.     

Relationship type,perceived trust,and ambiguity aversion

Ambiguity averse suggests consumers to prefer risky options over ambiguous ones. In this study, the authors propose that consumer–brand relationship types influence consumers’ ambiguity aversion. Specifically, compared with consumers in exchange relationships with the focal brand, consumers in communal relationships are more likely to trust the focal brand and thereby be less averse to ambiguity. These proposals were tested in two experiments. In experiment 1, participants in communal relationships showed less ambiguity aversion than those in exchange relationships. In experiment 2, participants in communal relationships had higher perceived trust with the focal brand than the participants in exchange relationships, and they showed less dislike for tensile promotions. Experiment 2 also tested for and confirmed the mediating effect of perceived trust. This study concludes with a discussion of the theoretical contributions and practical implications of the results.     

Unveiling ways to reach organic purchase: Green perceived value,perceived knowledge,attitude, subjective norm,and trust

This paper aims to investigate organic food consumption based on the perspectives of an extended research model by integrating the theory of consumption value (TCV) and the theory of reasoned action (TRA). First, we tried to find out how five consumption values of functional, social, emotional, conditional, and epistemic in classic TCV influence consumption choice especially in the sustainable consumption domain of organic food, interpreted as green perceived value (GPV) in the reflective-reflective second-order latent. Second, as an attempt to extend the classic TRA, this study included trust and perceived knowledge in the research model in addition to the subjective norm, attitude, and behavioral intention. A partial least square structural equation method (PLS-SEM) was adopted to examine our research model with 251 samples. Our results revealed that GPV significantly affects consumer attitudes. Consumer attitudes and subjective norms also have a significantly positive effect on purchase intention. As an extended TRA, GPV has a significantly positive effect on trust while trust significantly impacts purchase intention. Further, perceived knowledge positively influences attitude and trust. By jointly considering TCV and TRA, this study proposes several implications emphasizing how GPV and perceived knowledge affects consumers’ organic food consumption choice based on the role of increased trust.     

Willingness to pay for organic products: Differences between virtue and vice foods

Faced with growing environmental problems, food safety issues, and increasing obesity rates, many consumers desire healthier, less processed natural foods that are less harmful to the environment. Yet organic foods only partially benefit from this market environment, and their market share remains quite low despite high growth rates. The usual explanation for this discrepancy is that consumers are not willing to pay the price premium prompted by an organic claim. In this paper, we explore the reasons behind consumers' (un)willingness to pay for organic food and investigate whether it differs between virtue and vice food categories. The results indicate that in vice food categories, organic claims are associated with lower quality, which seems to be only partly compensated by higher prosocial benefits. The lower-quality perceptions translate into a decreased consumer willingness to pay (WTP). We supplement the empirical results with data on organic purchases in the Dutch food market. These data show that market shares of organic food are indeed lower for vice categories of organic food.     

Integrating Multiple Factors Affecting Consumer Behavior Toward Organic Foods: The Role of Healthism,Hedonism, and Trust in Consumer Purchase Intentions of Organic Foods

Consumer awareness about organic foods has been growing. However, this trend is not always translated to consumer organic food purchases. It is argued that when it comes to assessing organics, one should expect consumers to use multiattribute evaluations due to credence attributes and organic standards that organic foods need to adhere to. A thorough review of the existing literature on consumer buying behavior of organic foods identifies healthism, hedonism, and trust among some factors that enhance consumer experiences with organic foods and therefore can affect their purchase intentions. This article is one the few studies that integrated multiple factors in one research framework to empirically evaluate their role in explaining consumer purchase intentions of organic foods. Results from a demographically representative sample completed by an online survey in Australia (N = 1011) provides support for the research hypotheses by revealing positive and statistically significant effects of healthism, hedonism, and trust on consumer purchase intentions. The study concludes with implications and suggestions for future research.     

Understanding the link between communication satisfaction,perceived justice and organizational citizenship behavior

This study broadens the application of the justice and OCB concepts beyond pay and job satisfaction to capture previously uninvestigated effects by examining the link between communication satisfaction (CS), perceived justice, and organizational citizenship behaviors (OCB) among Chinese employees. We predict perceived justice will mediate the relationship between CS and OCB. We also predict CS will mediate the relationship between perceived justice and OCB. Quantitative analyses were used to analyze the relationships. FsQCA was used as an additional technique to test the mediating effect. Results show that OCB were influenced by CS and perceived justice. CS is a mediator between perceived justice and OCB. Perceived justice is not a mediator between CS and OCB. The finding points to the need for enhancing communication practices and creating a fair working environment in order to encourage discretionary behaviors. Theoretical and practical implications are discussed along with the limitations.     

“Don't pretend to be my friend!” When an informal brand communication style backfires on social media

Social media are now essential platforms for marketing communications, and the volume of consumer-brand interactions on these platforms is exploding. Even so, it remains unclear how brands should communicate with consumers to foster relationships and, in particular, to gain their trust. A fundamental decision in this regard is the choice of a communication style, specifically, whether an informal or a formal style should be used in social media communications. In this paper, we investigate how adopting an informal (vs. formal) communication style affects brand trust and demonstrate that using an informal style can either have a positive or negative effect on brand trust, depending on whether consumers are familiar with the brand or not. We further show that these effects occur because consumers expect brands to behave according to social norms, such that the use of an informal style is perceived to be appropriate for familiar brands and inappropriate for unfamiliar ones.     

Consumer Buying Behavior of Genetically Modified Fries in Germany

A purchasing experiment in which genetically modified and conventional fries were offered for sale at mobile fast food stands in Germany was conducted to identify factors influencing the willingness of consumers to purchase genetically modified fries. In total, 331 purchasing decisions were made: 56.5% decided to purchase conventional fries, 22.4% genetically modified fries, and 21.1% no preference. A logistic regression model analyzing questionnaires found that worry about pesticides, frequency of organic food purchases, the acceptability of genetically modified foods with environmental benefits, and perceptions of health risks from genetically modified foods significantly impact the willingness to purchase genetically modified fries.     

The Role of Retailer Trust and Word of Mouth in Buying Organic Foods in an Emerging Market

ABSTRACT

This study has twin objectives. Firstly, it explores the antecedents of retailer’s trust and its effect on organic food purchase intention. Secondly, it explores the relationship between word of mouth and retailers trust and the effect of word of mouth (WOM) in organic food purchase intention in the context of a developing economy. Cluster sampling method combined with judgement was used for survey in India. 541 usable questionnaires were analyzed. Findings indicated that Trust in retailer develops on the basis of perceived food quality, perceived service quality and perceived fairness in price. Perceived fairness in price is more important for building trust followed by perceived service quality. Both trust and WOM lead to purchase intention of organic foods. Among the two predictors of purchase intention, trust in retailer emerged as a bigger explanatory variable as compared to WOM. The current study adds word of mouth as a significant antecedent in developing purchase intention for organic foods along with the role of retailer trust. Implications for managers and researchers are emphasised.     

Organic food consumers' trade‐offs between local or imported,conventional or organic products: a qualitative study in Shanghai

This paper presents a qualitative study of the trade‐offs made by organic food product consumers in the Chinese Metropolis of Shanghai. More precisely, this article deals with trade‐offs that consumers make between three types of products: (1) locally produced organic food products, (2) products that are locally and conventionally produced and (3) imported organic food products. We used a qualitative methodology using open questions and projective techniques and based on 23 individual interviews. Local organic products are the products best perceived by the Chinese interviewees, who think that organic food is beneficial to health and makes agriculture more environmentally friendly. The fact that food is produced locally is another positive argument for many interviewees who do not perceive any important differences between local and imported, more expensive, organic food products. Local and conventionally produced food products give rise to worries related to health and consumers buy them only because they are much cheaper than organic products. The reasons for choosing organic products are mostly related to health issues. Altruistic motives such as environmental concerns, food miles concerns or support for small producers are only emerging. This study mostly highlighted consumers' trade‐offs between different individual benefits, mainly health vs. economic benefits. However, some trade‐offs between altruistic (environmental concerns) and individual (economic) benefits are apparent, confirming emerging altruistic motives behind organic food consumption.     

Young Chinese and Functional Foods for Mobility Health: Perceptions of Importance,Trust, and Willingness to Purchase and Pay a Premium

Consumers’ desire to enhance diet and health has become a driver for the development of functional food products. China, with one of the largest markets in the world, offers huge potential for these foods. In the context of functional foods, specifically related to mobility health, this study aimed to understand Chinese consumers’ perceptions of the importance of these foods, trust, and willingness to purchase and pay a premium for such foods. A mixed-methodological approach using both focus groups and a survey was used to collect data from Chinese living in New Zealand. Findings show Chinese consumers place a high level of importance on their mobility health. Level of importance increased when asked about the believed importance of this area later in life. Key factors influencing Chinese consumers’ willingness to purchase functional foods were also identified: the carrier/nutrient combination; trust in the product’s country of origin and in the various institutions that may be involved in the production of functional food products; trust in both the product brand and how it is advertised; health motivation; and price. The study offers the food industry insights into the development and marketing of mobility-related functional foods targeted to this market.     

Impact of perceived value on the online purchase intention of base of the pyramid consumers

Despite the voluminous purchasing power of the consumers at the base of the pyramid (BOP), substantial research has not been carried out on their online buying behaviour. This study investigates the factors that trigger the online shopping intention of BOP consumers. We conducted semi-structured in-depth interviews with 52 BOP respondents from India. Our thematic analysis indicates four perceived benefits and five sacrifices influencing BOP consumers' perceived value for online purchases, subsequently determining their adoption behaviour. As a novel contribution to the literature, this study unfolds several unknown factors that motivate/demotivate BOP consumers to buy online using the Value-based Adoption Model (VAM). The findings of this study will help e-commerce marketers enhance BOP consumers' usage intention toward online purchases.     

Finns and functional foods: socio‐demographics,health efforts,notions of technology and the acceptability of health‐promoting foods

Eating is increasingly characterized by concerns over health and well‐being. New types of foods designed to promote health or to reduce the risk of diseases, known as functional foods, have been entering the market since the 1990s. This article focuses on the appropriation of functional foods among Finnish consumers from the perspective of acceptability. We analyse the relationship between consumers’ views of functional foods and their socio‐demographic backgrounds, health efforts and notions of food, health and technology. The article is based on a survey of a representative sample of Finnish consumers (n = 1210). The data were collected by using computer‐assisted telephone interviews and analysed by factor analysis and analysis of variance. The factor analysis resulted in four dimensions of acceptability: (1) experiences of functional foods; (2) views on product quality and safety; (3) societal concerns over current developments; and (4) views on regulation and research. According to the results, the differences in consumer views of functional foods were to some extent linked with age and education but better explained by the differing roles of food and health in people’s lives and the acceptability of modern food technologies. Efforts to lower blood cholesterol and/or blood pressure, the use of dietary supplements, regarding healthy eating as very important and having an optimistic outlook on the use of technology in food production were all related to more optimistic views of functional foods. Finns seem to have a relatively trusting position on functional foods. Familiarity of functional foods in Finland, absence of serious food scandals, the health‐oriented Finnish culture and the generally high level of societal trust may account for this optimism.     

Factors Influencing Consumers’ Willingness to Pay for Organic Fruits and Vegetables: Empirical Evidence from a Consumer Survey in India

Numerous consumers confronted with increasing environmental problems, food safety issues, and augmentative health problems increasingly desire to have healthier and more natural foods grown in an eco-friendly manner. Hitherto organic foods only partly benefit from this increasing market environment, and their market share stays rather low despite high growth rates. This article aims to investigate consumers’ willingness to pay (WTP) for organic fruits and vegetables and relevant factors affecting consumers WTP. The contingent valuation method was selected to estimate WTP. Empirical data was drawn from a 250-consumer survey conducted in Bangalore during February 2013. A binomial logistic regression model was applied to obtain the value of WTP and determine the factors influencing it. The results indicated that about 90% of the consumers were willing to pay a premium price ranging between 5% to more than 100% in order to acquire better-quality fruits and vegetables; factors such as family income, size of the family, gender, and other opinion variables such as chemical residue in conventional foods, trust on retailers, taste, and environmental concerns significantly influence consumers’ WTP. More than 87% of the consumers indicated that high price, lack of availability, narrow range, and irregular supply are the major barriers for them to buy these products. The results provide useful evidence to pertinent governmental agencies in terms of assisting in the design of policies for the promotion of organic food production and marketing and reaching the target public. Furthermore, firms involved in the organic foods business may also see benefits when drawing information in order to calibrate marketing strategies.     

Consumers' perceptions of functional foods: trust and food‐neophobia in a cross‐cultural context

Consumers' perceptions of functional foods are complicated by perceived risks and complexity that appear from growing and sometimes confusing information flow. Social trust can serve as a mean for the reduction of risk and complexity. It is thus vital to understand the sources of distrust and food‐neophobia as well as coping mechanisms used by consumers to ensure food provision and safety. We discuss the results of a qualitative inquiry in the form of focus groups into consumers' perceptions of functional foods in Russia and Germany. Altogether eight focus group interviews were carried out in different parts of Russia and Germany in December–January 2012–2013. A total of 59 people participated in the discussions. Different perspectives provided by the discussions in the two countries indicate different levels of trust. Deeper culturally embedded and wider‐spread distrust in formal institutions in Russia pushes consumers towards developing informal networks to ensure food provision and safety. It leads to high levels of food‐neophobia as consumers perceive traditions as the most important guarantee for healthy food. On the other hand, German participants indicate a number of formal institutions that are trustworthy and through which information concerning novel and healthy attributes in foods can be communicated. We provide exploratory views on the importance of social trust in consumers' perceptions of functional foods and lay out mechanisms that consumers develop to deal with increasing risk and complexity in food choices.     

Determining the antecedents and consequences of donor‐perceived relationship quality—A dimensional qualitative research approach

It is generally accepted that an understanding of quality conceptualizations is instrumental in the design and development of customer care programs. This study applies the dimensional qualitative research approach to develop a conceptual model, which demonstrates the antecedents and consequences of donor‐perceived relationship quality. This model shows that relationship benefits, service quality, trust, commitment, and satisfaction are the key antecedents of donor‐perceived relationship quality. Relationship benefits, service quality, and trust are also modeled as cognitive in nature, whereas commitment and satisfaction are modeled as affective variables. The model also highlights donor loyalty and positive word‐of‐mouth communications as the central consequences of donor‐perceived quality. The model gives rise to a useful research agenda for fund‐raising professionals. © 2007 Wiley Periodicals, Inc.     

Structural Equation Modeling of Consumer Purchase Intention Toward Synthetic Functional Foods

Functional foods are gaining greater popularity around the world. They are not just a new category of food products marketed for their health benefits, but their competitive market has made consumers become more favorable toward firms that are involved in this industry. The public is increasingly concerned about health and food-related risks. They tend to make decisions on food consumption, food storage, and food preparation on a more ideal perspective based on health and safety. Therefore, the objective of this study is to determine the factors and intention of Malaysian consumers to purchase synthetic functional foods. Structural equation modeling is used to accomplish the objectives of this study with the feedback received from the 2,004 households who were interviewed through a structural questionnaire. The results show that the most influential factors influencing consumer purchasing intention toward synthetic functional foods are perceived benefits followed by attitude and subjective norms.     

Retailer corporate social responsibility and consumer citizenship behavior: The mediating roles of perceived consumer effectiveness and consumer trust

Retailers often face pressure from stakeholders to address social and environmental issues. The purpose of this study is to investigate the influence of retailer corporate social responsibility (CSR) on consumers' perceptions and behavior. Drawing on the theoretical foundations of social identity theory and signaling theory, this study presents and validates a unique model which examines the mediating effects of perceived consumer effectiveness and consumer trust on the relationship between retailer CSR and consumer citizenship behavior. Using a sample of 407 consumers in China, results of structural equation modeling show that retailer CSR is positively associated with consumer citizenship behavior. Additionally, perceived consumer effectiveness and consumer trust positively mediate this association. Taken together, these findings provide support for retailers to develop CSR programs that remind and reinforce consumers’ perceptions about socially responsible behaviors.     

Product attributes and consumer acceptance of nutritionally enhanced genetically modified foods

Using data from a national survey, this study analyses US consumers’ acceptance of genetically modified foods that provide additional nutritional benefits. Using an ordered probit model, this study examines the relation between the willingness to consume genetically modified foods and consumers’ economic, demographic and value attributes. Empirical results suggest that despite having some reservations, especially about the use of biotechnology in animals, American consumers are not decidedly opposed to food biotechnology. Consumers’ economic and demographic variables are only weakly related to their acceptance of food biotechnology, especially when technology involves plant‐to‐plant DNA transfer. However, public trust and confidence in various private and public institutions are significantly related to their acceptance of food biotechnology. Overall, consumer acceptance of bioengineered foods is driven primarily by public perceptions of risks, benefits and safety of these food products.     

Not all organic food is created equal: the role of product type,perceived authenticity,and construal level

Abstract

Consumption of processed organic food is on the rise while fresh organic food still dominates organic food market. Drawing from the literature on authenticity and construal level theory, this study aims to investigate the role of perceived authenticity and message construal level in consumers’ evaluations of two types of organic food (fresh vs. processed). Two experiments were conducted among college students (N = 129, Study 1) and adults 18–70 (N = 249, Study 2). Our findings suggest that consumers’ evaluations of organic food are fully mediated by perceived authenticity of each organic food type. Specifically, compared to processed organic food, consumers perceive fresh organic food more authentic, which leads to more favorable attitudes and higher purchase intention. This research further demonstrates that the indirect effect of organic food type via perceived authenticity is moderated by construal level of marketing messages. That is, when messages are construed at a low level, consumers tend to have more positive attitudes and higher purchase intention toward fresh than processed organic food. By contrast, product type makes no difference when messages are construed at a high level. These findings have clear implications on message development strategy when promoting processed organic food, in particular. Future research directions are discussed.