Moderating Role of Perceived Consumer Effectiveness and Consumer Involvement on the Effect of Message-Framing on Intention to Purchase Organic Food Products

Courtney Briggs, Purdue University, USA
Sejin Ha, Purdue University, USA
Richard Feinberg, Purdue University, USA
This study examines the effects of different label message formats (positively- vs. negatively-framed message) on intention to purchase organic food and the influence of two individual difference moderators (involvement and perceived consumer effectiveness) on the performance. Using a Web-based experimental method, hierarchical moderated regression analyses confirmed the hypotheses.
[ to cite ]:
Courtney Briggs, Sejin Ha, and Richard Feinberg (2012) ,"Moderating Role of Perceived Consumer Effectiveness and Consumer Involvement on the Effect of Message-Framing on Intention to Purchase Organic Food Products", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1126-1126.