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.
COMMUNICATING ETHICAL ARGUMENTS TO ORGANIC CONSUMERS: A STUDY ACROSS FIVE EUROPEAN COUNTRIES / Naspetti, Simona; Zanoli, Raffaele. - In: INTERNATIONAL JOURNAL ON FOOD SYSTEM DYNAMICS. - ISSN 1869-6945. - 2 (3):(2011), pp. 253-273.
COMMUNICATING ETHICAL ARGUMENTS TO ORGANIC CONSUMERS: A STUDY ACROSS FIVE EUROPEAN COUNTRIES
NASPETTI, Simona;ZANOLI, RAFFAELE
2011-01-01
Abstract
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.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
