Disadvantages of the food beauty premium: new marketing communication for organic food

Purpose Despite growing knowledge about its benefits, the organic food market ’ s expansion has been limited. A problem with ethical consumption is the attitude–behavior gap. The simplest reason for this gap is that in survey settings, social desirability bias elicits positive attitudes; whereas in real settings, the ambiguity of direct benefits leads to negative behavior. By clinging to the excessive values of a beauty premium, consumers abandon essential health in favor of apparent health, increasing product prices and contributing to environmental degradation. Using organic food, this study aims to eliminate this gap in the consumption of organic foods. Design/methodology/approach This study uses a randomized controlled trial – the gold standard for estimating the causal effects of treatments – with 1,500 individuals aged 20–70 years in Japan. The authors consider appealing aspects other than product characteristics, such as health and environmental considerations, and focus on the negative effects of beauty premiums. Findings The above marketing communication significantly increased purchase intention. This effect was more pronounced among younger people, men, those with higher incomes and those who cook less frequently as compared to their counterparts. Health and environmental considerations had no effect on purchase intentions. Originality/value This study incorporated consumer values regarding health and environmental benefits in new marketing communications to address the “beauty premium” and resolve the conventional attitude–behavior gap concerning organic foods.