Abstract
Consumers care about healthy food. Thus, several firms use organic appeals advertising to change consumer attitudes and persuade them to purchase organic food. Organic appeals advertisement often presents content that provides information and knowledge about organic elements of a food product (e.g., health, safety, a lack of chemicals, and rich nutrition). In contrast, non-organic appeals advertisement does not present information about organic elements of a food product. This study aims to clarify the effect of organic appeals advertisement on consumer motivations and behavior. It uses the stimuli-organism-response model and self-determination motivation theory to investigate the relationship between organic appeals advertisement and purchase intention toward organic milk considering the mediating role of intrinsic motivation and the moderating role of emotional appeals. Two experimental designs are used to test the hypotheses. Results show that consumers receiving organic appeals advertisement have a higher intention to purchase organic milk than those receiving non-organic appeals advertisement. Furthermore, intrinsic motivation is found to have a mediating role in the link between organic appeals advertisement and purchase intention. In other words, when consumers receive advertisements of an organic milk product, they have higher intrinsic motivation and hold higher intention to purchase organic milk products. Furthermore, emotional appeals have a moderating effect on the relationship between organic appeals advertisement and intrinsic motivation. The influence of organic appeals advertisement on intrinsic motivation is stronger when emotional appeals are positive and weaker when emotional appeals are negative.
Highlights
Organic food consumption has been a research focus in recent decades (Boobalan et al, 2021; van de Grint et al, 2021)
Analysis and Results We first used ANOVA to test the effect of organic appeals advertising and emotional appeals on purchase intention toward organic milk
The results indicate that consumers who watched organic appeals advertisement (Morganic = 4.246, SD = 0.505, N = 99) held higher purchase intention toward organic milk than those who watched non-organic appeals advertisement (Mnon-organic = 2.750, SD = 0.517, N = 56; F = 308.094, dfbetween = 1, dfwithin = 153, dftotal = 154, p < 0.001)
Summary
Organic food consumption has been a research focus in recent decades (Boobalan et al, 2021; van de Grint et al, 2021). With increased income and consumption knowledge, consumers are demanding more green products (Molinillo et al, 2020). Organic food is among the most demanded type of green product in today’s environment. The reason is that consumers often view organic food as safer and healthier than conventional food (Suciu et al, 2019). Organic food consumption remains low compared with conventional food because consumers lack useful information and knowledge and are unmotivated to purchase organic food (Sultan et al, 2020). Given the benefits of organic food to human health, researchers and business managers should understand factors that lead to consumers’ motivation and purchase behavior toward organic food (Molinillo et al, 2020)
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