Research on the matching effect between advertising appeal and product type on the purchase intention of organic food

Zhao, J. and Huo, H. and Wei, S. and Han, Chunjia and Yang, Mu and Gupta, B. and Arya, V. (2024) Research on the matching effect between advertising appeal and product type on the purchase intention of organic food. British Food Journal 126 (13), pp. 162-181. ISSN 0007-070X.

Abstract

Purpose: This paper aims to investigate the impact of advertising appeals on consumers' intention to purchase organic food. We explored the interaction between advertising appeals (egoistic vs. altruistic) and product types (virtue vs. vice) on purchase intention. The goal is to provide insights that can enhance the advertising effectiveness of organic food manufacturers and retailers. Design/Methodology/Approach: The study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood Model serves as the theoretical framework for understanding the cognitive processing involved in consumers' responses to these advertising appeals and product combinations. Findings: The analysis reveals significant effects on consumers' purchase intention based on the matching of advertising appeals with product types. Specifically, when egoistic appeals align with virtuous products, there is an improvement in consumers' purchase intention. When altruistic appeals match with vice products, a positive impact on purchase intention is observed. The results suggest that the matching of advertising appeals with product types enhances processing fluency, contributing to increased purchase intention. Originality/Value: This research contributes to the field by providing nuanced insights into the interplay between advertising appeals and product types within the context of organic food. The findings highlight the importance of considering the synergy between egoistic appeals and virtuous products, as well as altruistic appeals and vice products. This understanding can be strategically employed by organic food manufacturers and retailers to optimize their advertising strategies, thereby improving overall effectiveness in influencing consumers' purchase intentions.

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