کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
5049084 | 1476351 | 2016 | 7 صفحه PDF | دانلود رایگان |
- We explored how self-identity and individual characteristics of attitudes, PBC, and norms determine organic consumerism.
- Organic identity prime led to identity-congruent shifts toward organic consumerism, thus increasing consumer intentions.
- Organic self-identification influenced consumer intentions through its effect on consumer attitudes and group norms.
- Insights for marketing strategies promoting organic products are provided.
The current study examined the role psychological determinants (self-identity, attitudes, perceived behavioral control, and norms) play in organic consumerism. Participants (N = 252, meanage = 44.35, SD = 15.29, 97% resided in Australia) were randomly assigned to one of the three experimental conditions: (1) organic identity prime, (2) pro-environmental identity prime, and (3) neither pro-environmental nor organic identity primes (control). Analysis of variance revealed that organic identity prime was associated with significant increase in intentions to purchase organic products, relative to both pro-environmental identity and control conditions. Follow-up mediation analysis indicated that organic self-identity increased consumer intentions by influencing their attitudes and group norms. These results demonstrate that organic identity can be primed to create identity-congruent shifts toward organic consumerism. Importantly, these findings have direct application for marketing strategies aiming at promoting and developing an “organic” brand.
Journal: Ecological Economics - Volume 128, August 2016, Pages 99-105