The effects of age cues on preferences for organic food: The moderating role of message claim

Felix Septianto and Joya A. Kemper

Journal of Retailing and Consumer Services, 2021, vol. 62, issue C

Abstract: Organic food, a form of green consumption, is a growing industry, with consumers purchasing for both altruistic and egoistical motives. However, there is limited research into how marketers can develop advertising strategies to promote organic food. The present research examines how age cues influence consumer preferences for organic food. Across two experimental studies, this research demonstrates that consumers exposed to a younger cue show higher preferences for organic fruits when evaluating an altruistic claim. More importantly, this research draws upon psychological reactance theory to test the opposite effect, such that consumers exposed to a younger cue show lower preferences for organic fruits when evaluating an egoistic claim. Further, the emotions of compassion and anger are established as the mediators of the interactive effect between age cue and message claim on consumer preferences for organic food. These findings thus offer theoretical and managerial implications for the use of age cues and motivational claims, specifically in promoting organic food.

Keywords: Subjective age; Organic food; Altruistic claim; Egoistic claim (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:62:y:2021:i:c:s0969698921002071

DOI: 10.1016/j.jretconser.2021.102641

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