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The role of brand communications in consumer purchases of organic foods
journal contribution
posted on 2017-12-06, 00:00 authored by T Anisimova, Parves SultanDespite 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
20Issue
5Start Page
511End Page
532Number of Pages
22eISSN
1540-4102ISSN
1045-4446Location
United StatesPublisher
RoutledgePublisher DOI
Full Text URL
Language
en-ausPeer Reviewed
- Yes
Open Access
- No
Era Eligible
- Yes