When do organic food price promotions work? The influence of culture, consumer motives and eco-labels

Purpose The purpose of this study is to investigate the effectiveness of price promotions in encouraging organic food consumption, focusing on the moderating role of cultural factors, consumer motives and eco-labels. Specifically, it aims to explore how long-term orientation, health consciousness and environmental awareness influence the relationship between price promotions and purchase intentions for organic food. Design/methodology/approach This study employed scenario experiments to examine the effects of price promotions on organic food purchase intention. Cultural values (long-term orientation), consumer motives (health consciousness and environmental awareness) and the presence of eco-labels were incorporated as moderating variables. Data were collected through controlled experimental scenarios to analyze the interactions between these factors. Findings The results show that price promotions have a positive effect on organic food purchase intention, with long-term orientation enhancing this relationship. Consumers with higher health consciousness and environmental awareness are less likely to purchase organic food during price promotions. However, the presence of eco-labels significantly mitigates the negative influence of these factors, thus enhancing the effectiveness of price promotions. Originality/value This study is among the first to integrate cultural values and consumer motives into the analysis of organic food price promotions, offering new insights into how these factors influence consumer purchase intention. It provides practical recommendations for marketers, suggesting that price promotions for organic food should incorporate eco-labels to address consumer skepticism, especially in markets where long-term orientation is prevalent.