From Pen to Plate: How Handwritten Typeface and Narrative Perspective Shape Consumer Perceptions in Organic Food Consumption

Xin Zhang, Mengxi Gao (), Bing He, Caleb Huanyong Chen () and Letian Hu
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Xin Zhang: School of Business, Macau University of Science and Technology, Macau 999078, China
Mengxi Gao: School of Finance and Law, Guilin University, Guilin 541006, China
Bing He: School of Business, Jiangsu Ocean University, Lianyungang 222005, China
Caleb Huanyong Chen: School of Business, Macau University of Science and Technology, Macau 999078, China
Letian Hu: School of Finance and Law, Guilin University, Guilin 541006, China

Sustainability, 2025, vol. 17, issue 9, 1-22

Abstract: With growing awareness of health and sustainability benefits, organic food has surged in popularity, highlighting the critical need for effective communication strategies in product promotion. While extant research extensively examines the effects of textual content in organic food advertising, little attention has been paid to the persuasive power of typeface design on consumers’ responses. Grounded in cue utilization theory and message consistency framework, this study investigates how handwritten typefaces and narrative perspectives influence consumer responses in organic food advertising. Two experiments were conducted. Study 1 (N = 139) shows their positive effects on consumer attitudes and purchase intentions than machine-typed fonts; Study 2 (N = 206) extends these findings by revealing a significant interaction between typeface and narrative perspective, where first-person narratives amplify the positive effects of handwritten fonts. Moreover, a moderated mediation model shows that the influence of handwritten typefaces on consumer responses is sequentially mediated by perceived congruence and perceived sincerity, with the indirect effects being stronger for first-person narratives than third-person ones. The findings advance marketing theory by demonstrating how visual–semantic alignment enhances communication efficacy, especially in organic product contexts. Practically, this study proposes the strategic implementation of handwritten typography combined with the use of first-person narratives for organic food promotion. These insights hold significant implications for fostering organic consumption patterns, potentially driving environmentally conscious agriculture practices and supporting environmental sustainability efforts.

Keywords: organic food consumption; ad typeface; narrative perspective; advertising; consumer behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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