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Better Essays

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 …show more content…

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

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