Communicating Ethical Arguments to Organic Consumers: A Study Across Five European Countries

Communicating Ethical Arguments to Organic Consumers: A Study Across Five European Countries

<p align="left">&nbsp;</p><p><span style="font-size: xx-small;">Additional ethical claims were tested with mock organic egg labels in five EU countries. The attitudes towards the advertising labels were assessed by multiple copy testing measures. A tot...

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Bibliographic Details
Main Authors: Simona Naspetti, Raffaele Zanoli
Format: Article
Language:English
Published: CentMa 2011-12-01
Series:International Journal on Food System Dynamics
Subjects:
cross-cultural advertising
ethical values
consumer attitudes
organic food
Online Access:http://centmapress.ilb.uni-bonn.de/ojs/index.php/fsd/article/view/172
Description
Summary:<p align="left">&nbsp;</p><p><span style="font-size: xx-small;">Additional ethical claims were tested with mock organic egg labels in five EU countries. The attitudes towards the advertising labels were assessed by multiple copy testing measures. A total of 156 individual responses were analysed. The study confirms the difficulty of conducting advertising research in a multicultural framework, and shows that additional local/ regional claims can reinforce the appeal of organic products. </span></p>
ISSN:1869-6945

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