The Impact of Message Framing on Organic Food Purchase Likelihood Report as inadecuate




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A consumer survey and Tobit analysis were used to determine the effect of message framing and other factors on self-reported organic food purchase likelihood. Negative framing, which emphasizes the possible negative consequences of conventional agricultural techniques, led to a “boomerang effect” that resulted in lowered purchase likelihood of organic food by consumers with high trust in food safety. Consumers with significantly higher purchase likelihood had high perceived risk from pesticides and high prior knowledge about organic methods. African Americans and those with less than a high school education had lower purchase likelihood.

Subject(s): Marketing

Issue Date: 2004-11

Publication Type: Journal Article

PURL Identifier: http://purl.umn.edu/27552 Published in: Journal of Food Distribution Research, Volume 35, Number 3 Page range: 19-28

Total Pages: 10

Record appears in: Food Distribution Research Society > Journal of Food Distribution Research





Author: Gifford, Katie ; Bernard, John C.

Source: http://ageconsearch.umn.edu/record/27552?ln=en







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