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The Impact of Message Framing on Organic Food Purchase Likelihood


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  • Gifford, Katie
  • Bernard, John C.


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.

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Bibliographic Info

Article 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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Handle: RePEc:ags:jlofdr:27552

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Keywords: Marketing;


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  1. Paul E. McNamara & Gay Y. Miller, 2002. "Pigs, People, and Pathogens: A Social Welfare Framework for the Analysis of Animal Antibiotic Use Policy," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 84(5), pages 1293-1300.
  2. Amos Tversky & Daniel Kahneman, 1979. "Prospect Theory: An Analysis of Decision under Risk," Levine's Working Paper Archive 7656, David K. Levine.
  3. E. DuPuis, 2000. "Not in my body: BGH and the rise of organic milk," Agriculture and Human Values, Springer, vol. 17(3), pages 285-295, September.
  4. Verbeke, Wim & Ward, Ronald W., 2001. "A fresh meat almost ideal demand system incorporating negative TV press and advertising impact," Agricultural Economics, Blackwell, vol. 25(2-3), pages 359-374, September.
  5. Gifford, Katie & Bernard, John C., 2004. "Packaging Of Organic And Conventional Products - A Comparison," Journal of Food Distribution Research, Food Distribution Research Society, vol. 35(01), March.
  6. Clee, Mona A & Wicklund, Robert A, 1980. " Consumer Behavior and Psychological Reactance," Journal of Consumer Research, University of Chicago Press, vol. 6(4), pages 389-405, March.
  7. Berger, Paul D & Smith, Gerald E, 1998. "The Impact of Prospect Theory Based Framing Tactics on Advertising Effectiveness," Omega, Elsevier, vol. 26(5), pages 593-609, October.
  8. Conner, David S. & Christy, Ralph D., 2002. "Consumer Preferences For Organic Standards: Guiding Demand-Expansion Strategies For Organic Food," Journal of Food Distribution Research, Food Distribution Research Society, vol. 33(01), March.
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Cited by:
  1. Curtis, Kynda R. & Gumirakiza, J. Dominique & Bosworth, Ryan, 2014. "Consumer Preferences and Willingness to Pay for Multi-Labeled Produce at Farmers' Markets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 45(1), March.
  2. Disdier, Anne-Célia & Marette, Stéphan, 2012. "How do consumers in developed countries value the environment and workers’ social rights in developing countries?," Food Policy, Elsevier, vol. 37(1), pages 1-11.
  3. Gumirakiza, Jean Dominique & Curtis, Kynda R. & Bosworth, Ryan, 2014. "Who Attends Farmers’ Markets and Why? Understanding Consumers and their Motivations," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IAMA), vol. 17(2).
  4. Durham, Catherine A., 2007. "The Impact of Environmental and Health Motivations on the Organic Share of Produce Purchases," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 36(2), October.
  5. Li, Jinghan & Zepeda, Lydia & Gould, Brian W., 2007. "The Demand for Organic Food in the U.S.: An Empirical Assessment," Journal of Food Distribution Research, Food Distribution Research Society, vol. 38(3), November.


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