A paper by Washington State University College of Business researchers aims to help advertisers more effectively target the fast-growing organic food market.
October 21/Pullman, Wash./Washington State University -- Predicting whether consumers will purchase organic or conventional food is a multimillion dollar gamble within the food sector. A paper by Washington State University College of Business researchers aims to help advertisers more effectively target the fast-growing organic food market.
"We propose that organic purchases are not just made with the intention of benefiting one's self," said lead author Ioannis Kareklas, a WSU marketing assistant professor. "Our paper provides evidence that advertising that highlights and addresses both personal (egoistic) and environmental (altruistic) concerns in tandem may be the most impactful in influencing consumer attitudes toward and intentions to purchase organic products."