Assessing the effect of organic-food short storytelling on consumer response

ABSTRACT

This study explores the influence of organic food storytelling on consumer response. A random sampling method was used to select organic food retail stores and markets, and then collected 578 valid samples by a quota sampling method. Four storytelling types, including individual story, environmental story, price story, and food therapy story, were based on interview results. Based on partial least squares results, organic food storytelling indeed led consumers to prefer natural food, with food therapy storytelling being the most important factor that influenced their preference for natural food. This was followed by environmental story, price story, with the individual story being the last one. Except for the individual story type, the other three story types established more positive consumer attitudes toward organic food. The preference for natural food increased consumers’ purchase intention, followed by attitude toward organic food, and finally by individual story.

摘 要

本研究探討有機食品故事對消費者反應之影響，透過隨機抽樣法挑選有機食品專賣店及有機市集，並以配額抽樣法收集578份有效樣本。藉由訪談結果為基礎，可將有機食品故事分為四類，包含個人故事、環境故事、價格故事及食品治療故事。根據偏最小二乘分析結果，有機食品故事的確會引發消費者偏愛自然食品，且食品治療故事是影響消費者對自然食品偏愛的最重要因素，其次為環境故事、價格故事，最後為個人故事。除了個人故事類型，其他三類故事類型都會產生消費者更正面的有機食品態度。此外，對自然食品偏好會增加消費者購買意圖，其次為對有機食品態度，最後為個人故事.

KEYWORDS:

• Food retailer
• storytelling design
• attitude
• preference for natural food
• purchase intention

關 鍵 字:

• 食 品 零 售 商
• 故 事 設 計
• 態 度
• 對 自 然 食 品 偏 好
• 購 買 意 圖

Acknowledgements

The authors acknowledge the insightful comments from two anonymous reviewers of The Service Industries Journal. The author also acknowledges the editing service of Seth Thomas Pankhurst and Julia Zhang.

Disclosure statement

No potential conflict of interest was reported by the authors.