Organic Brands Research Articles

Understanding the evolution of engagement with brand posts on social media using agent-based models

Purpose This paper aims to delineate the nature of the costs associated with the diffusion of brand posts. Since cost is an essential component of customer lifetime value, this research also aims to identify factors that impact consumer engagement (CE) with brand posts. Design/methodology/approach This study conceptualize marginal cost of CE as the ratio of a unit change in cost for a unit change in CE – this ratio is conceptualized for a paid brand post compared to an organic brand post. The authors present a theoretically grounded simulation method that analyzes the relative impact of several factors that influence CE with brand posts. By using an agent-based simulation model, the method presented in this paper helps explain the relative impact of four factors on CE with brand posts on social media. Findings The authors explain four factors that influence the diffusion of CE with a brand post – promotion-related (i.e. whether it is paid vs organic), network-related, user-related and active periods. The authors also show that the effectiveness of paid posts vs organic posts attributed to a better audience assembled by the seeding algorithms dissipates after the initial stages of diffusion. These findings indicate that paid posts are effective vs organic posts in large part due to higher exposure than due to the efficiency of the algorithms to assemble nodes that are likely to engage with the post. Research limitations/implications An agent-based model details the impact of several factors that influence the effectiveness of paid and organic posts and presents methods to analyze the impact of these factors that have implications for theory. Practical implications The authors address the difficulty in ascertaining the effectiveness of paid posts by proposing a metric – marginal cost of engagement, defined as the incremental cost incurred by the marketer in earning one additional unit of CE. Since the costs incurred on paid and organic posts differ only on variable components, the marginal cost of engagement presents a way to benchmark paid posts against organic posts, which is very useful for managers in ascertaining the amount to spend on paid posts on social media. Originality/value There is little prior research on the costs involved in the diffusion of brand posts on social media. Identifying specific factors that impact costs is valuable for theory and practice.

An automated process in building organic branding opportunity, budget Intensity, recommendation in seasons with Google trends data

An automated process in building organic branding opportunity, budget Intensity, recommendation in seasons with Google trends data

From Control to Co-creation: An Exploratory Study on Challenges Faced by Brand Managers in the Food Industry in the Era of the Connected Consumer

The present work aims to understand the perceptions of managers regarding the presented changes, focusing on the possibility of control in brand management and openness to the co-creation process. To this end, applied, exploratory and qualitative research was carried out, through eight semi-structured interviews with professionals with managerial experience in brand/product management in fast-moving consumer goods companies and professionals with experience in the food industry. The results revealed that managers recognize the power of co-creation but demonstrate difficulties in putting into practice new organic brand management thinking. It was also noticed that the more openness given to co-creation, the less control the organization will have, but the greater the relevance for those involved, and the more interactions that occur, the greater the alignment with contemporary concepts of generating value for everyone, but the protection for organizations will be lower.

Development of eco-marketing in the conditions of sustainable innovative development of organic agricultural production in Ukraine under the influence of the permaculture concept

By embracing a holistic approach to agriculture and land use and influencing environmental marketing practices, permaculture has been found to provide a more comprehensive and interconnected understanding of sustainable development. It is noted that ecological practices, which are the basis of organic food production, create an attractive climate for investment, taking into account the annual growth of global demand for organic products. The ways of eco-marketing development in the conditions of sustainable innovative development of organic agricultural production of Ukraine, which are considered a priority for the further development of the agro-industrial complex, under the influence of the concept of permaculture for the promotion of organic production products created by environmentally friendly means and technologies at all stages of the life cycle, have been determined. Innovative approaches for the sustainable development of modern organic agricultural production with the possibility of using permaculture design are analyzed. Also, to support the sustainable development of organic export-oriented production in Ukraine, manufacturers are actively introducing leading Ukrainian startups into their activities. It is noted that organic certification should contribute to the development of internal and external organic markets, taking into account the best practices of international experience. It has been studied how the vision of modern eco-marketing affects the promotion of products of organic productions that have organic certification in Ukraine. It is shown how the ranking of organic brands is formed by marketing experts in several stages and companies are evaluated according to the volume of production and sales in the domestic market, as well as according to the presence of brands in retail chains. A description of the TOP-10 organic brands of Ukraine in 2023 is given. A SWOT analysis and an analysis of driving forces for the development of eco-marketing in the conditions of sustainable innovative development of organic agricultural production under the influence of the concept of permaculture were carried out. The main directions of the development of eco-marketing in the conditions of sustainable innovative development of organic agricultural production of Ukraine are determined. The research is aligned with and contributes to global sustainable development goals, including those related to responsible consumption and production, climate action and global partnerships, emphasizing the interconnectedness of environmental and social aspects of organic agriculture.

Yield and energy efficiency in winter wheat agrocenosis under different fertilization systems in the conditions of the northern part of the Forest-Steppe

The influence of different types of fertilizers on the yield and energy efficiency of winter wheat cultivation was evaluated. It was found that the highest productivity was obtained under the organic-mineral fertilizer system, which involves the combined use of 12 t/ha of cattle bedding manure and mineral fertilizers in a dose of N100Р60К100, applied against the background of two-time fertilization with complex chelated fertilizers at a dose of 2 l/ha, where the yield was 5.67 t/ha, and when applying a double mineral dose (N100Р60К100) and a triple dose (N150Р90К150) – 5.76 and 6.00 t/ha respectively, which in terms of yield growth was lower than the NIR05 values. The combined use of litter manure and mineral fertilizers resulted in a synergistic effect, as winter wheat grain yields were 15–20 % lower when mineral and organic fertilizers were applied separately than when they were applied together. Increasing NPK doses by 1.5 times to N150P90K150 compared to N100P60K100 did not compensate for the lack of manure. Under the organic fertilizer system, the grain yield was the highest when OMBF was applied at a dose of 2 t/ha against a background of pea straw 3 t/ha, which amounted to 5.18 t/ha with an increase of 41 %, compared to the control (straw). The highest levels of energy efficiency were determined for the application of organic-mineral fertilizer of the organic brand in doses of 1 and 2 t/ha (5.4 and 5.3) and OMBF brand 4-4-4 in a dose of 1 t/ha (5.2). Under the organic-mineral system of fertilizing application of N50P30K50 and N100P60K100 at the background of 12 t/ha of manure established the index of energy efficiency at the level of 3.4 and 3.7 units, respectively. Application of cattle manure at a dose of 12 t/ha did not provide a significant difference in crop energy, compared to the variant 6 t/ ha – 75755 and 73305 MJ/ha respectively, but due to increased energy inputs in production and application of more manure Kee was 3.9 and 4.6 respectively. Key words: cattle manure, fertilizers, OMBF, yield, mineral fertilizers, by-products, fertilizer system, energy efficiency.

Relationships between organic food experience and customers’ well-being: a cross-cultural study between America and India

ABSTRACT Although previous literature has examined customers’ organic product consumption behaviors, specific relationships between customers’ experiences with organic food and their well-being have not been examined, especially since the onset of COVID-19. Based on the theories of self-determination and congruence, a causal model of organic brand characteristics (i.e. warmth and competence), perceived congruence, and hedonic and eudaimonic well-being is developed. Partial least squares structural equation modeling (PLS-SEM) is used to test five research hypotheses. Primary data are based on an online consumer survey conducted in America and India. The results of PLS-SEM show that in both the American and Indian samples, customers’ perceived warmth and competence from certain organic brands have a positive impact on customers’ well-being by increasing their sense of similarity (identity) with organic brands. The findings of this study suggest that perceived congruence is closely related to well-being in customers. Further, different impacts of organic food brand characteristics on customers’ well-being in India and America are identified.

Does a corporation’s food recall strategy affect its brand image and consumers’ intention to purchase? A study in the context of cereal recall in China

PurposeFood recalls are more potentially harmful than other product recalls. This research aimed to investigate the effect of the recall strategies of food corporations on their brand image and consumers’ purchase intention.Design/methodology/approachThis study adopts a between-subjects experiment of 2 (corporate recall strategy: voluntary recall, mandatory recall) *3 (food recall level (severity): high, medium, low), and recruits 224 consumers involved in cereal product recall in China. The authors inductively examine the effects of voluntary and mandatory recall on consumer perception and behavior intentions in the recall process.FindingsVoluntary recall (vs. mandatory recall) will improve corporate brand responsibility image (vs. brand ability image) and consumers’ purchase intention to focal brand (vs. competitive brand and organic brand). Perceived corporate legitimacy and food safety play a mediating role. The former has a greater positive impact on brand image, and the latter has a more significant favorable influence on purchase intention. Furthermore, recall level has a moderating effect on the association between corporate recall strategy and perceived food safety, but is not significant in the effect of corporate recall strategy on perceived corporate legitimacy.Originality/valuePrevious inconsistent conclusions cannot effectively guide food corporations to manage recall strategies. This paper demonstrates the response mechanism of the recall strategy from the perspective of corporate social responsibility, which is beneficial to food safety crisis management and research.

Digital Sensory Marketing Factors Affecting Customers’ Intentions to Continue Organic Online Purchases during COVID in India

Myriad studies have examined the effect of web aesthetics on consumer purchases. However, customers’ intention to continue organic beauty products online purchases during COVID in the Indian context has received little attention. The purchase of beauty products has been perceived as a non-essential product category during COVID times, especially in developing markets like India. The goal of this research is to present an integrated theoretical framework, extending the stimulus-organism-response (SOR) theory to determine the factors that influence the intention to continue organic beauty purchases during COVID times. Specifically, the role of artificial intelligence/virtual reality (AI/VR) based sensory-enabling technologies (SET) web aesthetics. We performed in-depth semi-structured interviews of 136 customers of 7 organic beauty brands in India. The results based on thematic analysis (using NVIVO) and MCA analysis indicates that telepresence, audiovisual (AV) congruency, dynamism, local robotics and ethnic chatbots are associated with SET-based web aesthetics. On the other hand, the country of origin, source, ingredient, nature, control, sense of belonging and dominance are associated with traditional web aesthetics. Based on the extended SOR research model, a future research agenda comprising four propositions has been drawn.

Organic food and Instagram health and wellbeing influencers: an emerging country's perspective with gender as a moderator

PurposeInstagram health and wellbeing influencers (HWIs) have been increasingly considered as important sources of information and advice for their followers. This study aims to investigate the key antecedents of followers' attitude towards HWIs as well as their influence on their followers' intent to purchase organic products. The moderating effect of gender is also taken into account.Design/methodology/approachBased on data collected from 251 Instagram HWIs followers, the authors empirically tested the conceptual model using structural equation modeling.FindingsFirst, the authors demonstrate that attitude towards HWIs positively impacts followers' attitude towards the promoted brands as well as their intention to purchase organic food brands. Second, followers' attitude towards HWIs is mainly influenced by perceived congruence, influencer credibility, and physical attractiveness. Finally, gender acts as a moderator, e.g. attitude towards HWIs is more likely to be influenced by perceived congruence and physical attractiveness among female followers.Practical implicationsThe findings allow organic brands' managers to understand the key antecedents of followers' attitudes toward HWIs, and therefore, better select talented influencers who are able to create purchase intentions among both existing and potential customers.Originality/valueThis original research bridges a gap pertaining to the potential use of HWIs to shape consumer intention to purchase organic products. To the authors' knowledge, this study is the first of its kind to investigate the impact of attitudes toward influencers on both brand attitude and purchase intention in the organic food industry.

A Study of Factors Affecting Buying Decisions of Millennials While Purchasing Organic Personal Care Products

In today’s era people are very much conscious about the products which they are buying and the impact which they are creating on the environment. Customers prefer to buy a product which is non-hazardous to the environment and brings positive results when it comes to the utilitarian function. Increased knowledge of the various benefits of organic products over their synthetic counterparts has led to an upsurge in demand in the recent years. The study identifies the most preferred organic personal care brand amongst millennials and examines the motivational factor amongst millennials while purchasing organic personal care products. The study also helps to understand the factors affecting perception level of millennials while purchasing organic personal care products. The findings of the study can help businesses to better understand organic personal care products, frame marketing strategies and understand the factors affecting perception level of millennials during the purchase of organic personal care products.

The brand, the persona and the algorithm: How datafication is reconfiguring marketing work☆

Evidence suggests that datafication is bringing a potentially profound yet poorly understood transformation of marketing work. Most companies still struggle to adapt to the data deluge, which challenges the role of marketing inside an organization. This research uses a single case study to analyze how datafication is reshaping marketing work through the lens of sociomateriality and affordance theory. The findings shed light on the agency and imbrication of the persona, the brand and the algorithm together with managers and consumers. They reveal two actualized affordances obtained through datafication: fragmented consumer tracking and organic branding. This research contributes to sociomateriality and affordance theory by introducing a new type of agent, namely, agents of fiction, which are characterized by a symbolic and immaterial nature. This research also contributes to the marketing-as-practice perspective by providing an in-depth understanding of marketing work as a result of dynamic imbrications between human and nonhuman agents.

Contrariwise obesity through organic food consumption in Malaysia: a signaling theory perspective

Background: the context and purpose of the studyUnhealthy food consumption has raised an alarming situation of obesity among Asian nations and posing serious threats to human health. Recent studies have acknowledged that organic food consumption has been contrariwise associated with obesity. The consumption of healthy food has received research attention in social marketing and several antecedents and consequences have been identified. However, to date, there is a void in literature that how social, individual, and marketing elements together tradeoff in predicting a healthy lifestyle. Thus, the current investigation unfolds the antecedents of healthy foods’ adoption in Asia by integrating the brand signaling and theory of planned behavior.MethodsThe data of 241 respondents were collected from selected social media Facebook communities through a survey using assessed 42 questions. For this purpose, participants’ Facebook accounts were selected from the online healthy communities such as ‘Diet Suku Suku Separuh’ (469,000 followers), ‘Hiking, and Camping around Malaysia’ (351,200 followers), and ‘Healthy Malaysia’ (332 followers). The enumerator also engaged with the online community by liking posts and following health accounts.ResultsThe data was analyzed using PLS (SEM) approach, the outcomes of hypotheses revealed interesting information that health consciousness not significantly predicts the purchase intention of healthy food. All antecedents were significant contributors to the prediction of foods’ purchase intentions in this study. However, the findings indicated that no positive relationship exists between brand image identifications and brand credibility identifications, and healthy foods’ purchase intentions identifications. The findings also indicated that no positive relationship exists between health consciousness identifications and healthy foods’ purchase intentions identifications.Conclusions: (summary and potential implications)Owing to the perilous increase in obesity among the general public in Asia. This study reinforced the factor that can help in the adoption of a healthy lifestyle. The study validated that a healthy lifestyle is reliant on the consumers’ health consciousness, environmental concern, and innovativeness through motivating the consumers’ healthy foods’ purchase intentions. Surprisingly, the results highlighted that respondents have not identified brand image and credibility as an antecedent of purchase intention. Given that organic food brands are somewhat new in Asian markets and therefore, brands must endure crisis marketing practices to improve their brand recognition. Therefore, policymakers must facilitate the food promotional activities that are critical to enhancing the perceived benefits of organic food to combat issues like obesity. This paper offers a foundation for future empirical investigations in Asia and various stakeholders on how to promote a healthy lifestyle in Asia. Specifically, the results will help policymakers to offer positive policies and procedures for the improvement of a healthy lifestyle through the understanding of the antecedents and consequences of health-conscious consumers’ healthy foods’ purchase intentions.

Breastmilk or infant formula? Content analysis of infant feeding advice on breastmilk substitute manufacturer websites.

To evaluate messages about infant feeding on breastmilk substitute (BMS) manufacturer websites directed at US caregivers and compare information and portrayals of breast-feeding/breastmilk with that of infant formula (IF) feeding. We conducted a content analysis of US BMS companies' websites. A codebook was created through an iterative process to identify messages and images about breast-feeding/breastmilk and IF feeding, including benefits or issues associated with each, and direct-to-consumer marketing practices that could discourage breast-feeding. Data were collected in 2019-2020 and analysed in 2020-2021 for US websites of five IF manufacturers. The websites of Similac, Enfamil and Gerber, which collectively represent approximately 98 % of the US IF market, and two US organic brands, Earth's Best and Happy Baby. Websites contained more messages about breast-feeding/breastmilk than IF but were significantly more likely to mention benefits to baby of IF (44 %) than breast-feeding/breastmilk (<26 %), including significantly more statements that IF provides brain, neural and gastrointestinal benefits; 40 % of breast-feeding/breastmilk content was dedicated to breast-feeding problems (e.g. sore nipples). Twice as many screenshots compared IF brands favourably to breastmilk than as superior to other brands. Certain companies displayed images indicating ease of IF feeding and difficulty of breast-feeding. Substantial messaging on BMS manufacturer websites encouraged IF feeding and discouraged breast-feeding. Health professionals should discourage their patients from visiting these websites and the US government should regulate misleading claims. Companies should refrain from providing breast-feeding advice and align their US marketing with the International Code of Marketing of Breast-milk Substitutes.

Brand as a marketing tool for growth in organic sales: Evidence from Ukraine

This article examines the role of a brand as a marketing tool for improving the sales of organic products. The study observes the features of the organic brand, namely consumer awareness, trust and brand communications, which influence the purchasing behaviour of consumers. Research shows the relevance of brand development for smallhold farmers’ association in the Ukrainian organic market. Preliminary data on brand-forming factors influencing consumer behaviour were collected by a survey of Ukrainian consumers. The results of the survey revealed a low level of awareness about organic products: 68 per cent of respondents were not familiar with its characteristics. The study presents the conceptual basis of the business model of brand association, and the conditions of its implementation by smallhold farmers who collectively sell an organic product. The authors argue that the implementation of this business model will improve smallhold farmers’ position in the Ukrainian organic market by building dynamic and systematic interactions with consumers.

A Study Towards Barriers of Organic Personal Care Consumption Among Indonesian Young Woman

&#x0D; &#x0D; &#x0D; In recent decades, consumers begin shifting in the use of healthy products, since people are starting to become aware of the adverse effects caused by synthetic chemicals for health. Several studies that show the global demand for organic products has risen annually, including organic personal care, that has become an inevitable trend. While women are willing to pay more on organic personal care brands, they have doubts about issues related to the ingredients of brands that promise to be all organic. This study aims to measure the influences between barriers towards organic personal care consumption among 400 young women in Jabodetabek and Bandung with the use of Innovation Resistance Theory (IRT). The research was conducted using questionnaires and analyzed using Confirmatory Factor Analysis, with SmartPLS Software. The results indicate that usage barrier, value barrier, tradition barrier have positively and significantly affected organic personal care products consumption, except for risk barriers and image barriers which have insignificant effects. These findings might be useful to create business strategies for organic personal care SMEs in Indonesia, by taking more attention towards the indicator aspect on usage barriers, value barriers and tradition barriers.&#x0D; &#x0D; &#x0D;

A Study on Brand Trust and Brand Loyalty on Consumer Preference of Organic Food Product Brands in Kerala State

A Study on Brand Trust and Brand Loyalty on Consumer Preference of Organic Food Product Brands in Kerala State

Embracing the organic way: is consumer preference the same for all brands?

PurposeThe growing market for organic products presents a tremendous opportunity for marketers to extend their existing brands. However, there is hardly any research that investigates the factors extension from an organic parent brand is preferred over extension into same product category for success of such brand extensions. This paper investigates the role of two different bases consumers may use to evaluate the extension into organic product – organic status of the parent brand and its similarity to the extended product category.Design/methodology/approachThe study involved a 2 × 2 (organic versus regular parent brand and same versus different product category) between-subjects factorial design. Data collected from 164 postgraduate students presented with one of the four scenarios were analysed using ANOVA.FindingsThe results reveal that extensions from organic parent brand versus regular brand, and in the same product category versus different category, are evaluated more favourably. Moreover, extension from an organic parent brand is preferred over extension into same product category.Originality/valueThe research contributes to the extant literature on branding and retailing by building on categorisation theory to explain consumer preference for brand extension when launching a new organic product. The findings provide valuable insights to practitioners to launch a new organic product using brand extension.

빅데이터 어휘 분석을 통한 유기농 브랜드 특성 연구 - 국내 유기농생리대 중심으로 -

빅데이터 어휘 분석을 통한 유기농 브랜드 특성 연구 - 국내 유기농생리대 중심으로 -

Bölgesel Gelişmişlik Düzeyinin Organik Ürün Tüketimi Üzerine Etkisi

Organik ürünlere olan talep son yıllarda giderek artmaktadır. Bununla birlikte zaman zaman pazarlamada karşılaşılan birtakım olumsuzluklar üretimde daralmaya veya ürün değerinin kaybına neden olabilmektedir. Uygun pazarlama ve ürün deseninin oluşturulması için tüketici tercihlerinin bilinmesinde yarar bulunmaktadır. Bu çalışma, TR72 bölgesinde (Kayseri, Sivas ve Yozgat) organik ürün tüketim deseni ve bu ürünlere fazladan yapılacak ödeme tutarının bölgesel değişimini belirlemek amacıyla yapılmıştır. Bu amaçla, TR72 bölgesinde tüketicilerin organik ürünlerin tüketim deseni ve değerini belirlemek amacıyla 1350 aile ile yüz yüze anket uygulaması yapılmıştır. Yapılan analizler sonucunda, tüketilen organik içecek, süt, yumurta, tavuk eti ile sebze meyve bakımından bölgeler arasında farklılık önemli olarak hesaplanmıştır. Ayrıca, tüketim mevsimi, marka, organik yumurta ve tavuk eti için fazladan yapılabilecek ödeme oranları bakımından da bölgesel farklılıklar önemli bulunmuştur. Elde edilen bulgulara göre; organik ürün seçimi, marka tercihi, tüketim mevsimi ve organik ürün için yapılacak fazla ödeme üzerine bölgesel gelişmişlik düzeyi, gelir seviyesi ve bilinçli tüketim faktörleri etkili olmaktadır.

Construction of a scattered field - the differentiation of organic farming in Austrian TV advertisement campaigns

ABSTRACTThis paper explores the construction of organic farming in two advertising campaigns from Austrian supermarket retailers. Austria illustrates how the growth, change, and differentiation of the organic movement has led to confusion about its current identity. In this context we argue that promotion of organic brands could increase the perception among consumers, that there are multiple versions of organic, each with different levels of quality. Qualitative frame analysis of 33 TV ads was used to understand how organic farming is presented to consumers. Results show that the main organizing idea behind the campaigns is to differentiate their brand not only from conventional, but also from other organic products. This media frame, that we call “organic+” constructs organic farming as a scattered field, with various types of organic food qualities existing next to each other. Such a representation could have strong impacts on modern organic agro-food systems. On the one hand, it could foster the erosion of consumer trust in organic farming, but on the other hand, it could stimulate a public debate about the evolution of organic farming. The results also show that both campaigns do not represent the day-to-day life of farmers. In contrast, they romanticize or objectify it.