I eat organic for my benefit and yours: egoistic and altruistic considerations for purchasing organic food and their implications for advertising strategists

Kareklas, Ioannis; Carlson, Jeffrey R.; Muehling, Darrel D.

doi:10.1080/00913367.2013.799450

Cited by 343Organic Food and AgricultureEnvironmental Sustainability in BusinessConsumer Attitudes and Food Labeling

I eat organic for my benefit and yours: egoistic and altruistic considerations for purchasing organic food and their implications for advertising strategists

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Kareklas, Ioannis, Carlson, Jeffrey R., Muehling, Darrel D.·2014·Journal of Advertising

DOI 10.1080/00913367.2013.799450

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Abstract

We employ a novel adaptation of self-construal theory to explain the theoretical basis of factors that influence organic food purchase decisions. Study 1 reveals that egoistic (e.g., personal health) and altruistic (e.g., environmental) considerations simultaneously predict consumers' organic attitudes and purchase intentions. Study 2 indicates that societal considerations play a more influential role for green/organic products. Study 3 tests advertising treatments utilizing egoistic and/or altruistic claims. Results show that an ad featuring both egoistic and altruistic appeals produces more favorable responses than either an egoistic treatment or a control ad, but is equally effective as an ad featuring altruistic claims.

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The question of why people buy or do not buy organic food is still not fully understood.
“However, the question of why people buy or do not buy organic food is still not fully understood (Hasselbach and Roosen, 2015;Kareklas et al., 2014).”
From How the interplay between consumer motivations and values influences organic food identity and behavior (2018) · cites this paper as Kareklas et al., 2014

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Authors: Kareklas, I., Carlson, J. R., & Muehling, D. D.
Affiliations: Washington State University (US)
University of Connecticut (US)
ORCID: Kareklas, Ioannis
Carlson, Jeffrey R.
Venue: Journal of Advertising
Publisher: Informa UK Limited
Published: 2014-01
Volume: 43
Issue: 1
Pages: 18-32
ISSN: 0091-3367 (ISSN-L)
1557-7805
DOI: 10.1080/00913367.2013.799450
OpenAlex: W2093514236
Semantic Scholar: f9e550a932ae5319800e38e425ba2d44b7db8e87
Cited by: 343
References: 92
Citations by year: 2026: 23 · 2025: 33 · 2024: 27 · 2023: 34 · 2022: 42 · 2021: 44 · 2020: 32 · 2019: 31 · 2018: 26 · 2017: 22 · 2016: 10 · 2015: 14 · 2014: 4
FWCI: 19.44
Type: journal article
Language: en
Open access: green
papers.ssrn.com
Locations: Journal of Advertising (publishedVersion)
SSRN Electronic Journal (submittedVersion)
Topics: Life Sciences › Agricultural and Biological Sciences › Plant Science › Organic Food and Agriculture
Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
Keywords: organic food, purchase decision, self-construal theory, egoistic motivation, altruistic motivation, green products, consumer attitudes, purchase intention, advertising appeals, environmental concern, health concerns

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I eat organic for my benefit and yours: egoistic and altruistic considerations for purchasing organic food and their implications for advertising strategists

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