How Explaining the Nature and Benefits of Organic Food in Advertising for Processed Products May Increase Purchase Intent

ABSTRACT The purpose of this study was to determine to what extent providing more information about the nature and benefits of an organic food item in an advertisement would move a U.S. consumer closer to the point of purchase. Four other dependent variables were tested using varying amounts of information (low, medium, high). Results indicated that category of food (processed vs. non-processed) was an influencing factor. Concerning processed foods, it was found that any amount of information accompanying the USDA label moved the consumer closer to the point of purchase, as well as increased level of interest, understanding, desire to share the ad, and perceived usefulness of the ad. It was deduced that for non-processed foods level of interest, understanding, and perceived usefulness of the ad went up when any amount of information was included, while purchase intent and willingness to share the ad yielded no significance at any level of information.