Yu Weiping, Han Xiaoyun, Cui Fasheng
Business School, Sichuan University, Chengdu, PR, China.
Front Psychol. 2022 Aug 3;13:982311. doi: 10.3389/fpsyg.2022.982311. eCollection 2022.
Offering organic food is a new trend in the hospitality industry seeking sustainable competitiveness. Premiums and information barriers impede continued growth in organic consumption. This study aims to explore the role of comparative advertising (CA) in organic food communication. Three empirical studies were used to verify the effect of CA vs. non-comparative advertising (NCA) on consumers' willingness to pay a premium (WTPP) for organic food, examining how benefit appeals (health vs. environmental) and consumers' organic skepticism affects CA. The results indicate that matching CA and health appeals increase consumers' WTPP, while environmental appeals have no significant differences between the CA and NCA groups (Study 1). Information persuasiveness mediates the interaction between CA and benefit appeal on WTPP (Study 2). CA increases WTPP among consumers with high organic skepticism, while the interaction between CA and health appeal is only effective for low skepticism consumers (Study 3). The findings unravel and explain the mechanics of how CA works in organic products, which can help restaurants, retailers and tourist destinations advertise organic food to increase consumers' WTPP.
提供有机食品是酒店业寻求可持续竞争力的一种新趋势。价格溢价和信息壁垒阻碍了有机食品消费的持续增长。本研究旨在探讨比较广告（CA）在有机食品传播中的作用。三项实证研究用于验证比较广告与非比较广告（NCA）对消费者为有机食品支付溢价意愿（WTPP）的影响，考察利益诉求（健康与环境）以及消费者对有机食品的怀疑态度如何影响比较广告。结果表明，比较广告与健康诉求相匹配会提高消费者的支付溢价意愿，而环境诉求在比较广告组和非比较广告组之间没有显著差异（研究1）。信息说服力在比较广告与利益诉求对支付溢价意愿的交互作用中起中介作用（研究2）。比较广告会提高对有机食品高度怀疑的消费者的支付溢价意愿，而比较广告与健康诉求之间的交互作用仅对怀疑程度低的消费者有效（研究3）。研究结果揭示并解释了比较广告在有机产品中发挥作用的机制，这有助于餐厅、零售商和旅游目的地宣传有机食品，以提高消费者的支付溢价意愿。
