Communication campaigns: effects of different messages on the willingness to purchase organic olive oil
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Given the imbalance between production and consumption of organic food in general and,
particularly, organic olive oil, in Spain, the development of domestic demand has become
a priority for both industry players and for public administrations. Marketing communication
constitutes an useful tool for it. The main objective of this paper is to study the effect of different
communication messages in purchase intention of organic olive oil, combining levels
of three key variables, according to the literature. Through an experiment conducted in 800
urban consumers of olive oils, that the most effective messages are those that use the Public
Administration or expert as a source and focus their argument on the environment, health
or elitism, was concluded.