By Raji Srinivasan, Leigh McAlister
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The experiment is a 2x2 (local and global brand/organic and nonorganic) betweensubjects design. Findings show that the use of an organic label increases global and local brand perception concerning the main drivers of organic food choice. Thus, companies can add value to their brands by adding an organic labeling. In a last step, we examine (3) the effect of organic labels on marketing-related variables, namely brand authenticity, purchase intention, and willingness to pay a price premium. The effect is tested in an experimental setting, too.
Hassan (2008), “The Role of Health Consciousness, Food Safety Concern and Ethical Identity on Attitudes and Intentions Toward Organic Food,” International Journal of Consumer Studies, 32 (2), 162–70. Padel, Susanne and Carolyn Foster (2005), “Exploring the Gap Between Attitudes and Behavior: Understanding Why Consumers Buy or Do Not Buy Organic Food,” British Food Journal, 107 (8), 606–25. Soler, Francisco, Jose M. Gil, and Mercedes Sanchez (2002), “Consumers’ Acceptability of Organic Food in Spain,” British Food Journal, 104 (8/9), 670–87.
It is reasonable to argue that self-concept plays a critical role in consumer attitude formation in value-expressive consumption. , Briley, Morris, and Simonson 2000). The impact of self-concept on attitude formation seems to be most prominent in value-expressive consumption because it is often driven by symbolic or self-expressive aspects of products (Mason 1981). Little effort, however, has been devoted to addressing how selfconcepts play a role in relation to the consumption of symbols or images.
2011 AMA Winter Educators’ Conference: Marketing Theory and Applications by Raji Srinivasan, Leigh McAlister