Controlled and uncontrolled communication stimuli and organic food purchases

the mediating role of perceived communication clarity, perceived health benefits, and trust

Tatiana Anisimova, Felix Mavondo, Jan Weiss

Research output: Contribution to journalArticleResearchpeer-review

Abstract

Despite a growing demand worldwide, organic food remains a niche category, with consumers only purchasing it some of the time. This study examines the mediating effects of consumers’ perceived clarity of organic food-related communication, trust for, and perceived health benefits of organic foods in the relationship between controlled and uncontrolled communication stimuli and organic food purchases. We test our hypotheses on a sample of 1011 Australian organic food consumers using Structural Equation Modeling. We find that all mediators except perceived communication clarity perform as hypothesized, with the latter not mediating the relationship between uncontrolled communications and perceived health benefits of organic foods. The results suggest that marketers should ensure clarity in controlled organic food communications, signal health benefits of organic food and build consumer trust to generate organic purchases.

Original languageEnglish
Pages (from-to)180-203
Number of pages24
JournalJournal of Marketing Communications
Volume25
Issue number2
DOIs
Publication statusPublished - 17 Feb 2019

Keywords

  • communication clarity
  • Controlled communication
  • mediation analysis
  • organic food purchases
  • S-O-R model
  • uncontrolled communication

Cite this

@article{286c487fea644caa9ef013efe036da7e,
title = "Controlled and uncontrolled communication stimuli and organic food purchases: the mediating role of perceived communication clarity, perceived health benefits, and trust",
abstract = "Despite a growing demand worldwide, organic food remains a niche category, with consumers only purchasing it some of the time. This study examines the mediating effects of consumers’ perceived clarity of organic food-related communication, trust for, and perceived health benefits of organic foods in the relationship between controlled and uncontrolled communication stimuli and organic food purchases. We test our hypotheses on a sample of 1011 Australian organic food consumers using Structural Equation Modeling. We find that all mediators except perceived communication clarity perform as hypothesized, with the latter not mediating the relationship between uncontrolled communications and perceived health benefits of organic foods. The results suggest that marketers should ensure clarity in controlled organic food communications, signal health benefits of organic food and build consumer trust to generate organic purchases.",
keywords = "communication clarity, Controlled communication, mediation analysis, organic food purchases, S-O-R model, uncontrolled communication",
author = "Tatiana Anisimova and Felix Mavondo and Jan Weiss",
year = "2019",
month = "2",
day = "17",
doi = "10.1080/13527266.2017.1387869",
language = "English",
volume = "25",
pages = "180--203",
journal = "Journal of Marketing Communications",
issn = "1352-7266",
publisher = "Taylor & Francis",
number = "2",

}

Controlled and uncontrolled communication stimuli and organic food purchases : the mediating role of perceived communication clarity, perceived health benefits, and trust. / Anisimova, Tatiana; Mavondo, Felix; Weiss, Jan.

In: Journal of Marketing Communications, Vol. 25, No. 2, 17.02.2019, p. 180-203.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - Controlled and uncontrolled communication stimuli and organic food purchases

T2 - the mediating role of perceived communication clarity, perceived health benefits, and trust

AU - Anisimova, Tatiana

AU - Mavondo, Felix

AU - Weiss, Jan

PY - 2019/2/17

Y1 - 2019/2/17

N2 - Despite a growing demand worldwide, organic food remains a niche category, with consumers only purchasing it some of the time. This study examines the mediating effects of consumers’ perceived clarity of organic food-related communication, trust for, and perceived health benefits of organic foods in the relationship between controlled and uncontrolled communication stimuli and organic food purchases. We test our hypotheses on a sample of 1011 Australian organic food consumers using Structural Equation Modeling. We find that all mediators except perceived communication clarity perform as hypothesized, with the latter not mediating the relationship between uncontrolled communications and perceived health benefits of organic foods. The results suggest that marketers should ensure clarity in controlled organic food communications, signal health benefits of organic food and build consumer trust to generate organic purchases.

AB - Despite a growing demand worldwide, organic food remains a niche category, with consumers only purchasing it some of the time. This study examines the mediating effects of consumers’ perceived clarity of organic food-related communication, trust for, and perceived health benefits of organic foods in the relationship between controlled and uncontrolled communication stimuli and organic food purchases. We test our hypotheses on a sample of 1011 Australian organic food consumers using Structural Equation Modeling. We find that all mediators except perceived communication clarity perform as hypothesized, with the latter not mediating the relationship between uncontrolled communications and perceived health benefits of organic foods. The results suggest that marketers should ensure clarity in controlled organic food communications, signal health benefits of organic food and build consumer trust to generate organic purchases.

KW - communication clarity

KW - Controlled communication

KW - mediation analysis

KW - organic food purchases

KW - S-O-R model

KW - uncontrolled communication

UR - http://www.scopus.com/inward/record.url?scp=85031427895&partnerID=8YFLogxK

U2 - 10.1080/13527266.2017.1387869

DO - 10.1080/13527266.2017.1387869

M3 - Article

VL - 25

SP - 180

EP - 203

JO - Journal of Marketing Communications

JF - Journal of Marketing Communications

SN - 1352-7266

IS - 2

ER -