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The role of brand communications in consumer purchases of organic foods

journal contribution
posted on 06.12.2017, 00:00 authored by T Anisimova, Parves SultanParves Sultan
Despite a high level of awareness about organic foods in the marketplace,consumer purchases remain relatively low. This article develops a research framework for translation of relatively highconsumer awareness of organic foods to increased consumer purchases. Literature review reveals that both a lack of knowledge in how foods qualify as organic and consumers’ mistrust in the way organizations apply the word organic prevents consumers from engaging in organic food purchases. Furthermore, being organic is no longer enough as organic products have become commoditized in the marketplace. With such an increasing commoditization of organic products, there is a growing pressure for organics to more effectively differentiate themselves. Accordingly, there is a dualbranding opportunity for upgrading the current state of consumer awareness into both a higher volume of purchases and expanding the consumer base. This article proposes a research frameworkutilizing brand communications that could play a central role in triggering higher levels of consumer awareness, translating into increased volumes of organic purchases. This research framework considers consumer benefits an antecedent to brand communications and organic knowledge and consumer trust the mediators ininfluencing consumer organic purchases.

History

Volume

20

Issue

5

Start Page

511

End Page

532

Number of Pages

22

eISSN

1540-4102

ISSN

1045-4446

Location

United States

Publisher

Routledge

Language

en-aus

Peer Reviewed

Yes

Open Access

No

Era Eligible

Yes

Journal

Journal of food products marketing.