Other studies have examined the effect of including the price of alternative products, label prices, and other information as “anchor value” ( Chandrashekaran and Grewal, 2006 Rödiger and Hamm, 2015). For example, Levin and Gaeth (1988) presented an advertisement for ground beef to two groups: one was framed as “75% lean” and the other as “25% fat.” Participants responded more favorably toward the beef when it was described as 75% lean. ![]() The information delivered through labels mainly includes product advertising messages and price information cues ( Wu and Cheng, 2011). However, to the best of our knowledge, no extant study has used the framing and anchoring perspectives for exploring ways to encourage consumers’ positive responses.Ĭonsumers today come across a variety of information when they browse available products. Most of the existing literature focus on the factors that influence these aspects, including consumers’ product knowledge ( Wu et al., 2019), trust ( Yue et al., 2017), health awareness, and individual characteristics ( Asioli et al., 2017) on the basis of the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB) ( Zagata, 2012). There are several reasons for the low consumption of organic food, including consumers’ attitudes and purchase intentions. ![]() This is lower than the world average and far from the amount spent per capita in developed countries. In China, organic food only accounts for 0.6% of the domestic food market, and annual per capita consumption is less than $6. Only 1.4% of agricultural land in the world is farmed organically and, for 56% of countries where data is available, less than 1% of their total farmland is organic farmland ( FiBL and IFOAM-Organics International, 2019). However, despite the global growth in production, the market for organic goods is still relatively small. To this end, the attention paid to organic foods is increasing.Īccording to the International Federation of Organic Agriculture Movements (IFOAM), globally, organic agricultural land is growing at a rate of 20% per year. Organic foods undergo a stringent certification process and are produced without the application of synthetic chemicals, such as fertilizers and pesticides ( Basha et al., 2015). Rapid growth in industrial development and improved living standards are increasing consumers’ awareness of food safety and their desire to consume healthy and environmentally sustainable foods. These results provide suggestions for appropriate message framing and price anchoring to enhance consumption within the organic industry. Finally, consumers with less organic food knowledge are more susceptible to framing and anchoring effects. These results indicate that a negatively framed message induces a more favorable attitude and purchase intention than a positively framed message, a low anchor price is more favorable than a high one, and the interaction effect of framing and anchoring is not significant at the 1% level. In addition, presenting an anchor price in advertisements also significantly influences consumers’ judgment. Our findings suggest that whether message framing describes the benefits of buying organic food or the loss resulting from a failure to buy organic food, significantly influences consumers’ attitude and purchase intention. ![]() This article explores consumers’ attitude toward and purchase intention of organic food regarding the influence of the framing effect and anchoring effect and the role of knowledge. 2School of Business, Jiangnan University, Wuxi, China.1Institute for Food Safety Risk Management, School of Business, Jiangnan University, Wuxi, China.Lijie Shan 1, Haimeng Diao 2 and Linhai Wu 1*
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