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The Impact of Message Framing on Organic Food Purchase Likelihood

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  • Gifford, Katie
  • Bernard, John C.

Abstract

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.

Suggested Citation

  • Gifford, Katie & Bernard, John C., 2004. "The Impact of Message Framing on Organic Food Purchase Likelihood," Journal of Food Distribution Research, Food Distribution Research Society, vol. 35(3), pages 1-10, November.
    • Handle: RePEc:ags:jlofdr:27552
    DOI: 10.22004/ag.econ.27552
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    References listed on IDEAS

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    Cited by:

    1. Gumirakiza, Jean Dominique & Curtis, Kynda R. & Bosworth, Ryan C., 2014. "Who Attends Farmers’ Markets and Why? Understanding Consumers and their Motivations," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 17(2), pages 1-18, May.
    2. 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), pages 1-17, October.
    3. 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.
    4. Costa, Cristina Amaro da & Santos, José Lima, 2016. "Estimating the demand curve for sustainable use of pesticides from contingent-valuation data," Ecological Economics, Elsevier, vol. 127(C), pages 121-128.
    5. Kofi Britwum & Amalia Yiannaka, 2019. "Labeling food safety attributes: to inform or not to inform?," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 7(1), pages 1-21, December.
    6. McFadden, Jonathan R. & Huffman, Wallace E., 2017. "Willingness-to-pay for natural, organic, and conventional foods: The effects of information and meaningful labels," Food Policy, Elsevier, vol. 68(C), pages 214-232.
    7. GwanSeon Kim & Jun Ho Seok & Tyler B. Mark, 2018. "New Market Opportunities and Consumer Heterogeneity in the U.S. Organic Food Market," Sustainability, MDPI, vol. 10(9), pages 1-17, September.
    8. Curtis, Kynda R. & Gumirakiza, J. Dominique & Bosworth, Ryan C., 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), pages 1-7, March.
    9. Irandoust, Manuchehr, 2016. "Modelling Consumers' Demand For Organic Food Products: The Swedish Experience," International Journal of Food and Agricultural Economics (IJFAEC), Alanya Alaaddin Keykubat University, Department of Economics and Finance, vol. 4(3), pages 1-13, July.
    10. 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), pages 1-16.
    11. Kim, Man-Keun & Curtis, Kynda R. & Yeager, Irvin, 2014. "An Assessment of Market Strategies for Small-Scale Produce Growers," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 17(3), pages 1-18, September.
    12. Khachatryan, Hayk & Rihn, Alicia & Wei, Xuan, 2021. "Consumers’ Preferences for Eco-labels on Plants: The Influence of Trust and Consequentiality Perceptions," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 91(C).
    13. John M. Clements, 2016. "The Influence of Religiously and Scientifically Framed Messages on Agreement with Water Use Restrictions," Social Sciences, MDPI, vol. 5(4), pages 1-15, November.
    14. Schott, Lenna & Bernard, John, 2015. "Comparing Consumer's WIllingness to Pay for Conventional, Non-Certified Organic and Organic Milk from Small and Large Farms," Journal of Food Distribution Research, Food Distribution Research Society, vol. 46(3), pages 1-20, November.

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