How Product Type and Organic Label Structure Combine to Influence Consumers’ Evaluations of Organic Foods

Jeffrey R. Parker, Iman Paul, Ryan Hamilton, Omar Rodriguez-Vila, and Sundar G. Bharadwaj (2020), "How Product Type and Organic Label Structure Combine to Influence Consumers’ Evaluations of Organic Foods," Journal of Public Policy & Marketing, 1-10

Posted: 27 Oct 2020

See all articles by Jeffrey Parker

Jeffrey Parker

University of Illinois at Chicago - College of Business Administration

Iman Paul

Clarkson University

Ryan Hamilton

Goizueta Business School

Omar Rodriguez Vila

Goizueta Business School

Sundar G. Bharadwaj

University of Georgia--Terry School of Business; University of Georgia - C. Herman and Mary Virginia Terry College of Business

Date Written: September 8, 2020

Abstract

This research finds that how a firm conveys a food’s organic nature through an organic label impacts consumers’ evaluation of that food. Consistent with previous research, adding organic labels to foods is detrimental to evaluations of vice (but not virtue) foods, but simple changes to the structure of the organic label attenuate the negative effect of such labels on evaluations of vice foods. Specifically, whereas product-level organic labels (e.g., “organic burrito”) result in lower evaluations of vice foods, ingredient-level organic labels (e.g., “burrito with all organic ingredients”) do not. No effect of organic label structure is found for virtue foods. The authors draw on theories of feature-based categorical typicality and fluency to suggest one psychological process by which organic label structure can impact consumers’ evaluations of vice foods.

Keywords: consumer well-being, food choices, label structure, organic labels

Suggested Citation

Parker, Jeffrey and Paul, Iman and Hamilton, Ryan and Rodriguez Vila, Omar and Bharadwaj, Sundar G., How Product Type and Organic Label Structure Combine to Influence Consumers’ Evaluations of Organic Foods (September 8, 2020). Jeffrey R. Parker, Iman Paul, Ryan Hamilton, Omar Rodriguez-Vila, and Sundar G. Bharadwaj (2020), "How Product Type and Organic Label Structure Combine to Influence Consumers’ Evaluations of Organic Foods," Journal of Public Policy & Marketing, 1-10, Available at SSRN: https://ssrn.com/abstract=3688680

Jeffrey Parker

University of Illinois at Chicago - College of Business Administration ( email )

601 South Morgan Street
11th Floor
Chicago, IL 60607
United States

Iman Paul

Clarkson University ( email )

United States

Ryan Hamilton

Goizueta Business School ( email )

201 Dowman Drive
Atlanta, GA 30322
United States

Omar Rodriguez Vila

Goizueta Business School ( email )

201 Dowman Drive
Atlanta, GA 30322
United States

Sundar G. Bharadwaj (Contact Author)

University of Georgia--Terry School of Business ( email )

105 Brooks Hall
Athens, GA 30602
United States

University of Georgia - C. Herman and Mary Virginia Terry College of Business ( email )

Brooks Hall
Athens, GA 30602-6254
United States

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