IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v101y2019icp104-115.html
   My bibliography  Save this article

The role of imagery in promoting organic food

Author

Listed:
  • Septianto, Felix
  • Kemper, Joya
  • Paramita, Widya

Abstract

While prior research has examined the importance of organic food and the reasons why consumers might purchase it, how marketers can develop effective advertising strategies to promote organic food remains unclear. Drawing upon construal level theory, the present research investigates the role of visual imagery (illustrations vs. photographs) and advertising claims (altruistic vs. egoistic) in promoting organic (vs. conventional) food. Across three experimental studies, this research demonstrates that matching illustrations (photographs) with organic food (conventional) food increases advertising effectiveness (Study 1). Furthermore, matching illustrations (photographs) with altruistic (egoistic) claims can increase likelihood of purchasing (Study 2) and willingness to pay for organic food (Study 3). The findings of this research contribute to the literature on construal level and offer practical implications for marketers and how they can promote organic food.

Suggested Citation

  • Septianto, Felix & Kemper, Joya & Paramita, Widya, 2019. "The role of imagery in promoting organic food," Journal of Business Research, Elsevier, vol. 101(C), pages 104-115.
  • Handle: RePEc:eee:jbrese:v:101:y:2019:i:c:p:104-115
    DOI: 10.1016/j.jbusres.2019.04.016
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296319302589
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.jbusres.2019.04.016?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Konuk, Faruk Anıl & Otterbring, Tobias, 2024. "The dark side of going green: Dark triad traits predict organic consumption through virtue signaling, status signaling, and praise from others," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    2. Jianming Wang & Ayong Li, 2022. "The Impact of Green Advertising Information Quality Perception on Consumers’ Response: An Empirical Analysis," Sustainability, MDPI, vol. 14(20), pages 1-21, October.
    3. Carter, Kealy & Jayachandran, Satish & Murdock, Mitchel R., 2021. "Building A Sustainable Shelf: The Role of Firm Sustainability Reputation," Journal of Retailing, Elsevier, vol. 97(4), pages 507-522.
    4. Septianto, Felix & Kemper, Joya A., 2021. "The effects of age cues on preferences for organic food: The moderating role of message claim," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    5. Terence C. Burnham & Jay Phelan, 2022. "Ordinaries 8," Journal of Bioeconomics, Springer, vol. 24(1), pages 1-35, April.
    6. Steils, Nadia, 2021. "Using in-store customer education to act upon the negative effects of impulsiveness in relation to unhealthy food consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    7. Septianto, Felix & Lee, Michael SW. & Putra, Pragea Geldoffy, 2021. "Everyday “low price†or everyday “value†? The interactive effects of framing and construal level on consumer purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    8. András István Kun & Marietta Kiss, 2021. "On the Mechanics of the Organic Label Effect: How Does Organic Labeling Change Consumer Evaluation of Food Products?," Sustainability, MDPI, vol. 13(3), pages 1-25, January.
    9. Jeannot, Florence & Dampérat, Maud & Salvador, Marielle & El Euch Maalej, Mariem & Jongmans, Eline, 2022. "Toward a luxury restaurant renewal: Antecedents and consequences of digitalized gastronomy experiences," Journal of Business Research, Elsevier, vol. 146(C), pages 518-539.
    10. Liu, Stephanie Q. & Wu, Laurie Luorong & Yu, Xi & Huang, Huiling, 2022. "Marketing online food images via color saturation: A sensory imagery perspective," Journal of Business Research, Elsevier, vol. 151(C), pages 366-378.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:101:y:2019:i:c:p:104-115. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.