文章基本信息

标题：Communicating Ethical Arguments to Organic Consumers: A Study Across Five European Countries
本地全文：下载
作者：Naspetti, Simona ; Zanoli, Raffaele ; Schiefer, Gerhard 等
期刊名称：Journal of Agribusiness
印刷版ISSN：0738-8950
出版年度：2011
页码：253-273
出版社：Journal of Agribusiness
摘要：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.
关键词：cross-cultural advertising;ethical values;consumer attitudes;organic food