The effect of thinking on consumers´ attitude for organic private labels
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2022-08-29
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en
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Retailers introduced organic private labels (OPLs) in response to consumers´ growing
environmentally awareness and lack of willingness to pay a premium price for organic food. Even though OPLs are increasingly popular, consumers´ attitude has shifted which causes challenges for retailers how to respond and avoid negative spillover effects from the purchase of organic food on consumers´ attitude towards the retailer. However, little research is conducted to consumers´ attitude for OPLs. Drawing on findings in the field of organic food, this research explains the impact of thinking style on consumers´ OPL attitude while accounting for the moderating role of product category involvement and retailers´ price positioning. Using an online survey-experiment, respondents are divided into four manipulation groups and were shown different stimuli that differed in the presence of either a low or high price positioning and low or high product category. Results showed that thinking style was marginally significant, suggesting that rational thinkers have a more favorable attitude towards OPLs than intuitive thinkers. Unlike the main effect of thinking, no significant effect occurred for the moderating role of product category involvement and retailers´ price positioning. Given these findings, it appears that segmentation on the basis of thinking style does not substantially improve the prediction of consumers´ OPL attitude. This suggest that, unlike previous research, psychological variables are not necessarily better predictors than demographics. Besides, the findings indicate that the formation of consumers´ OPL attitude differs with that of organic food.
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Faculteit der Managementwetenschappen