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

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.


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.


Ioannis Kareklas, Washington State University, USA
Jeffrey Carlson, University of Connecticut, USA


NA - Advances in Consumer Research Volume 39 | 2011

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