'I Eat Organic for My Benefit and Yours': Egoistic and Altruistic Considerations for Purchasing Organic Food and Their Implications for Advertising Strategists

Abstract

Three empirical studies employ a novel adaptation of self-construal theory to explain the theoretical basis of factors that are shown to influence consumers’ organic food purchase decisions. Study 1 tests a structural model and reveals that egoistic, self-focused (e.g., personal health) and altruistic, others-focused (e.g., environmental) considerations simultaneously predict consumers’ attitudes and purchase intentions toward organic food. Study 2 findings indicate that while personal considerations are equally prevalent for conventional and green (including organic) purchase decisions, societal considerations play a more influential role for green/organic products. Study 3 extends these findings by testing advertising treatments utilizing egoistic and/or altruistic claims. Using advertising stimuli for a fictitious brand of organic meat, results show that an ad that features both egoistic and altruistic message appeals produces more favorable responses (brand and company attitudes and purchase intentions) than either an egoistic treatment or a control ad, but is equally effective to an ad featuring altruistic claims. The theoretical and practical implications of these findings are presented and discussed.

Keywords: Food Advertising, Public Policy/Social Issues, Attitude, Consumer Response to Ads, Structural Equations/Path Analysis