The Role of Self-Regulatory Focus, Self-View, and Benefit Focus in Attitudes Towards Organic Brands

Ioannis Kareklas, Washington State University, USA
Jeffrey Carlson, University of Connecticut, USA
The organic food segment has experienced considerable growth over the past two decades, sales of organic food and beverages have grown from $1 billion in 1990 to $24.8 billion in 2009. The purpose of this study is to understand how a consumer’s attitudinal preferences toward organic food intersect with organic food labels in impacting consumers' attitude towards organic brands. We used a 2 (self-view prime: independent or interdependent) x 2 (benefit type: promotion or prevention) x 2 (benefit focus: personal health benefits or environmental benefits) between-subject design. Our findings underscore the importance of focusing on personal health versus environmental health in organic food labels.
[ to cite ]:
Ioannis Kareklas and Jeffrey Carlson (2011) ,"The Role of Self-Regulatory Focus, Self-View, and Benefit Focus in Attitudes Towards Organic Brands", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 856-857.