THE ROLE OF MESSAGE FRAMING AND INVOLVEMENT IN PROMOTING POSITIVE ATTITUDE OF USE ORGANIC PRODUCTS: A CONCEPTUAL FRAMEWORK

Setyawan, Andhy (2014) THE ROLE OF MESSAGE FRAMING AND INVOLVEMENT IN PROMOTING POSITIVE ATTITUDE OF USE ORGANIC PRODUCTS: A CONCEPTUAL FRAMEWORK. In: Proceeding 11th International Annual Symposium on Management. Department of Management Faculty of Business and Economics Universitas Surabaya, Surabaya.

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Abstract

The low consumption of organic compared to conventional products is one of the practical problems faced by marketers in the area of marketing of green products. The high price and availability of organic products are perceived by consumer as the biggest obstacle to consume it. Marketing communication to provide education to the consumer is one way that can do by marketers to encourage a positive attitude towards the use of organic products. The message framing in advertising on organic products can be used as a form of marketing communication. Based on prospect theory and the Elaboration Likelihood Model (ELM), this article aims to provide a conceptual framework of the role of message framing and the level of consumer involvement in persuasion effect the use of organic products.

Item Type: Book Section
Uncontrolled Keywords: organic products, attitude, message framing, involvement
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: Eko Setiawan 194014
Date Deposited: 07 Jul 2015 07:30
Last Modified: 07 Jul 2015 07:30
URI: http://repository.ubaya.ac.id/id/eprint/24896

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