The Impact of Message Framing on Organic Food Purchase Likelihood
AbstractA 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 Â“"boomerang effectÂ”" 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.
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Bibliographic InfoArticle provided by Food Distribution Research Society in its journal Journal of Food Distribution Research.
Volume (Year): 35 (2004)
Issue (Month): 03 (November)
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