How does mothers’ mood matter on their choice of organic food? Controlled eye-tracking study

Giray C., Yon B., ALNIAÇIK Ü., Girisken Y.

Journal of Business Research, vol.144, pp.1175-1185, 2022 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 144
  • Publication Date: 2022
  • Doi Number: 10.1016/j.jbusres.2022.02.059
  • Journal Name: Journal of Business Research
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, International Bibliography of Social Sciences, ABI/INFORM, Business Source Elite, Business Source Premier, CAB Abstracts, INSPEC, Psycinfo, Public Affairs Index, Veterinary Science Database
  • Page Numbers: pp.1175-1185
  • Keywords: Organic food consumption, Eye-tracking, Mood, Connectedness to nature, Subjective knowledge, Objective knowledge, CONSUMER PREFERENCES, VISUAL-ATTENTION, EATING BEHAVIOR, BIRD SOUNDS, KNOWLEDGE, LABELS, SUSTAINABILITY, CONNECTEDNESS, DETERMINANTS, WILLINGNESS
  • Kocaeli University Affiliated: Yes

Abstract

© 2022 Elsevier Inc.Organic foods have been argued to be highly beneficial for human health and environmental sustainability. Interest in organic food consumption has been steadily growing. In practice, music and sounds of nature have widely been utilized in the food retailing industry to evoke customers and influence their sustainable product purchases. The present research explored the effects of subjective and objective knowledge, mood states, connectedness to nature (CtN), and visual attention to the organic logo on organic purchase by a controlled eye-tracking study. Sixty women, all with children participated in the study. Findings revealed that objective knowledge, subjective knowledge, and visual attention on organic labels posed significant effects on organic purchases. However, no such effects of mood states and connectedness to nature have been observed. Theoretical and managerial implications of the findings are discussed.