数字农科院2.0

Interactive environmentally-related advertising appeals on Chinese consumers' organic food purchases: Evidence from three experimental subjects

文献类型： 外文期刊

作者： Huiqi Song;Jiaxin Shen;Miaomiao Li;Lin Zhou;Jiping Sheng

作者机构：

关键词： Advertising appeals;China;Environmentally-related messages;Organic food;Willingness to pay

期刊名称： Journal of Cleaner Production

ISSN： 0959-6526

年卷期： 2025 年 525 卷

页码：

收录情况： SCIE（2025版） ; ; EI（2025版）

摘要： Green markets still try to find a balance between advertising and message that will effectively drive consumers to purchase organic food. Consumers have little information to identify if it is organic or not, so they hesitate to choose it. Recent research has examined the influence of various environmentally related advertisement-message frame combinations on consumer behavior. Results are still contradicting based on different cultures and countries. This study investigated how advertising appeals (environmentalism vs. self-interested) and message framing (gain vs. loss) affected Chinese consumers' organic food purchasing. For the first time in China, we conducted three 2 × 2 conditioning experiments on three organic products - organic milk, wine and pork-with a picture-based conditioning value assessment. Participants were randomly assigned to experimental scenarios combining specific advertising appeals and message frames. Each scenario combined a specific advertising appeal and message framing. The study collected data from 686 Chinese consumers through an online structured questionnaire. In addition, we investigated potential mediators and moderators to explore conditions for the establishment of impact paths. In general, results show that altruistic appeals paired with gain frames significantly increased purchase intentions compared to loss frames. Conversely, when the advertisement appeals to self-benefit, the purchase intention is notably higher under the loss frame than the gain frame. This study reaffirms the role of consumer self-construction as a moderating influence in this dynamic and validates the pivotal role of processing fluency as a mediator. Our study suggests environmental benefits should be combined with gain message framing in organic food advertisements.

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