Product knowledge and information processing of organic foods

• Published in: The Journal of consumer marketing Vol. 36; no. 1; pp. 240 - 252
• Main Authors: Stanton, Julie V, Cook, Laurel Aynne
• Format: Journal Article
• Language: English
• Published: Santa Barbara Emerald Publishing Limited 08.02.2019; Emerald Group Publishing Limited
• Subjects: Confidence; Consumer behavior; Consumers; Decision making; Descriptive labeling; Ethics; Food; Heuristic; Influence; Information processing; Ingredients; Knowledge; Motivation; Natural & organic foods; Nutrition; Purchase intention; Studies; Product knowledge; Heuristic v. systematic processing model; Product label claims; Organic food; Information processing

Purpose This paper aims to examine how product knowledge influences consumers to consider available information before choosing between organic and non-organic options. As “certified organic” is based on a complex standard in the USA, many consumers have only partial understanding of the term. This...