| Abstract: | Organic food is a fast‐growing niche market in the US. Information in the marketplace tends to promote organic by describing either the potential benefits from organic methods (positive framing) or the potential negative consequences of conventional agriculture (negative framing). For this research, a survey was designed to test the effect of positive and negative framing on the self‐reported change in purchase likelihood of organic food. Respondents were asked to directly evaluate whether the information in the survey made them more or less likely to purchase organic food, or if there was no change. Over 40% of the respondents reported greater likelihood of purchasing organic as a result of the survey information, and less than 4% said they would be less likely to buy it. Tobit regression results revealed that positive framing and perceived risk from conventional agricultural methods increased the influence of the survey. African‐Americans and those with more prior knowledge of organic methods reported less influence from the survey. Overall, information and knowledge variables had more effect on the impact of the survey than demographic variables. |
