Journal of Advertising, 43(1), 18–32
Copyright C 2014, American Academy of Advertising
ISSN: 0091-3367 print / 1557-7805 online
DOI: 10.1080/00913367.2013.799450
“I Eat Organic for My Benefit and Yours”: Egoistic and Altruistic Considerations for Purchasing Organic
Food and Their Implications for Advertising Strategists
Ioannis Kareklas
Washington State University, Pullman, Washington, USA
Jeffrey R. Carlson
University of Connecticut, Storrs, Connecticut, USA
Darrel D. Muehling
Washington State University, Pullman, Washington, USA
80% of survey respondents (marketers) indicated they expected to increase the amount of money their firms spend on green marketing efforts in the future.
While organic food is the fastest
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E-mail: ioannis.kareklas@wsu.edu Ioannis Kareklas (PhD, University of Connecticut) is an assistant professor of marketing, Washington State University.
Jeffrey R. Carlson (MA, Purdue University) is a doctoral candidate,
University of Connecticut.
Darrel D. Muehling (PhD, University of Nebraska–Lincoln) is a professor of marketing, Washington State University.
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CONSIDERATIONS FOR PURCHASING ORGANIC FOOD
The current research extends previous work in this area by providing a theoretical lens through which to examine consumers’ underlying considerations to purchase organic food. It is our contention that, unlike most other purchases where egoistic
(i.e., self-centered) concerns are likely to drive decisions—with the notable exception of charitable giving (e.g., Fisher, Vandenbosch, and Antia 2008)—organic purchase decisions are likely to extend beyond personal concerns and include “othersbased” concerns as well (e.g., societal and ecological concerns).
Relatedly, extant research suggests that, in addition to concern for one’s health and well-being (Harris Interactive 2007;
Schifferstein and Ophuis 1998; Zanoli and Naspetti 2002), concern for the environment may also drive consumers’ attitudes toward organic food (Kareklas, Carlson, and Muehling
2012; Squires, Juric, and Cornwell 2001; Wandel and Bugge
1997). Specifically, organic food is considered to be more environmentally friendly, which benefits
Over the last few years, awareness of organic food has risen. Due to this, the demand for organic food is a factor which is influencing the farmers to switch to use this technique, and it is being sold in specialty stores and conventional supermarkets. Organic products contain numerous marketing claims that it is healthier, it offers more value, and the farming is more environmentally friendly than traditional foods, so, how does one determine if organic is the way to go? Some argue that there is evidence that supports and demonstrates why organic foods and farming are better overall, while others insist that conventional foods and agriculture can offer the same benefits as going organic. There is no right or wrong answer. Within this
Part 1 Pros – Organic foods can be costly but you also get what you pay for. Understandable not
Today an increasing desire from consumers is to have healthy and organic product offerings. While
But as consumers are only willing to pay the extra money for organic food mainly for any health benefits they associate with organic foods, such health benefits should be significant enough to warrant this inflated price. Studies demonstrate that the advantages of organic food are relatively small and even some disadvantages were found. Although correlations were found between a few health benefits and eating organically (reduced risk of non-Hodgkin lymphoma in subjects who eat organic foods more and mitigation of allergic dermatitis from consuming organic dairy products), these correlations were the only ones found amongst hundreds
Every aspect of marketing involved in the introduction of Organic food will involve ethics & social responsibility issues. Managers will be encouraged to look beyond and simply "do the right thing"
Author, Steven Shapin, in his essay, “What Are You Buying When You Buy Organic,” presents controversy reasons to buying organic food. Shapin’s purpose includes defending his point that organic food proves not always having the best results. He justifies his approach to buying organic foods with an argumentative appeal to the necessity of buying these products. Shapin questions the value of organic foods in larger organizations by targeting the industry, health, and the virtue.
Organic farming began just as the effects of the Great Depression waned in the United States, and has seen a dramatic increase in popularity most recently (AG). The sales of organic food increased by about twenty percent a year throughout the nineteen nineties (Marcus). That is over ten times the rate of increase that conventional food experienced during the same period of time (Harris). As recently as twenty eleven, about seventy-eight percent of American families admitted to routinely purchasing organic food (Organic). Organic food sales jumped from three point five million in nineteen ninety-seven, to thirty-one million in twenty eleven (Organic). However, while organic food may seem better than conventional food, numerous studies have shown that it is not distinguishably more healthful, nutritious, palatable, or safe.
Eliot Coleman’s article seems to take the approach that “organic” foods have shifting into becoming large and commercial enterprises that are not true to what the term used to mean. He seems to want to focus more on the health of various crops and wants to promote crops and livestock that are able to be healthy and naturally resistant to the environment. Then in Justin Rohrlich’s piece, there is a critical focus on the consumer who chooses to buy natural products from places like Whole Foods. This article seems to point towards the attitudes of those people and casts societal labels on them by accusing them of being privileged in their shopping and considering those who don’t consume organic to be of less importance. Both articles seem to dislike the commercialization of organic foods more so than the actual food itself. I don’t feel as though either author is taking the position of favoring standard foods over organic.
Commentary 1: high prices of organic food are an obstacle for the improvement of people’s health.
Thesis: Choosing to purchase and consume organic food is a smart and healthy choice for you and your family.
I had the opportunity to visit the Whole Foods Market located near Hwy 7, Markham. Since this was my first time, the atmosphere of the place was unlimited and they had such a wide selection of organic produce available. I was always very conscious and aware of the term organic produce, because organic foods have more nutritional value, better taste, and have smaller environmental footprints. I’ve always believed that what we eat also has a climate impact. Due to this, my discursive consciousness was very analytical towards environmental considerations while I was at the Market. Though my practical consciousness was also just about ‘feeling good’ about what I was eating and buying like majority of the responses from the interviewed Karma shoppers.
The third study also indicates the existence of possible external variables given the location in which it was conducted. According to the text, “the researchers stood outside a small organic specialty shop and interviewed 100 customers as they exited the shop” (pg. 63). Based on the choice of location, it can be argued that the results of this study mainly coincide with the preferences of consumers with a high interest in organic products.
Although organic foods are found in nearly every grocery store, the average person is unable to differentiate between organic and non-organic food products. Many consumers purchase organic products in the hopes of gaining positive health benefits. (Chhabra, Kolli, et al “Organically Grown Food Provides”) “The current demand for organic foods outstrips the domestic supply, causing retailers in the United States to import $2 billion worth of organic foods annually.” (Crandall, Seideman, et al. ”Organic poultry: Consumer perceptions”) In this paper, I want to define what it means for food to be organically produced, while also exploring the requirements necessary to deem a product ‘Organic”.
According to Harper & Makatouni, (2002), an ethical or consumer is ecologically and purchase products that are environmental friendly and not harmful to the environment or society. This shows that environmental friendly products that produce won’t give any negative affect to environment such as air pollution, land pollution and etc. According Millock et al. (2004) claimed that good environment and animal welfare attitudes influence organic food choice to a lesser extent that the attitudes towards taste, freshness and health aspects of organic food. These findings suggest that organic buyers also
Whilst referring to the studies done in the US, it is seemingly apparent that the demographic variables which herby refer as the income distribution, is significant predictors (Bartels & Reinders, 2009). The research on this particular subject has proven that income positively influenced buying behaviour which in turn may cause the perceived buying behaviour towards the organic food. A same result has shown in Germany as well (Bartels & Reinders, 2009). In Germany, demographic variables such as household income distribution have played an important role in developing significant effect on organic buying behaviour. However, the overall inevitability of the demographic characteristics was relatively different, taking into consideration of research carried in various Western countries. These findings