在加工产品广告中解释有机食品的性质和好处如何提高购买意愿

Jessica L. Beyer, Rebecca R. Ortiz
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引用次数: 1

摘要

摘要本研究的目的是确定在广告中提供更多关于有机食品的性质和益处的信息会在多大程度上促使美国消费者更接近购买点。使用不同数量的信息(低、中、高)对其他四个因变量进行了测试。结果表明,食品类别(加工食品与非加工食品)是一个影响因素。关于加工食品,研究发现,美国农业部标签上的任何数量的信息都会使消费者更接近购买点,并增加了对广告的兴趣、理解、分享广告的愿望和感知广告的有用性,当包含任何数量的信息时,广告的有用性都会上升,而购买意愿和分享广告的意愿在任何级别的信息中都没有显著性。
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How Explaining the Nature and Benefits of Organic Food in Advertising for Processed Products May Increase Purchase Intent
ABSTRACT The purpose of this study was to determine to what extent providing more information about the nature and benefits of an organic food item in an advertisement would move a U.S. consumer closer to the point of purchase. Four other dependent variables were tested using varying amounts of information (low, medium, high). Results indicated that category of food (processed vs. non-processed) was an influencing factor. Concerning processed foods, it was found that any amount of information accompanying the USDA label moved the consumer closer to the point of purchase, as well as increased level of interest, understanding, desire to share the ad, and perceived usefulness of the ad. It was deduced that for non-processed foods level of interest, understanding, and perceived usefulness of the ad went up when any amount of information was included, while purchase intent and willingness to share the ad yielded no significance at any level of information.
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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