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

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.

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Year of publication:	2011
Authors:	Naspetti, Simona ; Zanoli, Raffaele
Published in:	International Journal on Food System Dynamics. - CentMA International Center for Management, Communication and Research. - Vol. 02.2011, 3
Publisher:	CentMA International Center for Management, Communication and Research
Subject:	cross-cultural advertising \| ethical values \| consumer attitudes \| organic food \| Agribusiness \| Agricultural and Food Policy \| Farm Management \| Food Consumption/Nutrition/Food Safety \| Food Security and Poverty \| International Relations/Trade

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Extent:	application/pdf
Type of publication:	Article
Source:	RePEc - Research Papers in Economics

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