DOES MESSAGE FRAMING MATTER? THE ROLE OF MESSAGE FRAMING AND INVOLVEMENT IN INFLUENCING ATTITUDES AND RESERVATION PRICE TOWARD ORGANIC PRODUCTS

Setyawan, Andhy (2016) DOES MESSAGE FRAMING MATTER? THE ROLE OF MESSAGE FRAMING AND INVOLVEMENT IN INFLUENCING ATTITUDES AND RESERVATION PRICE TOWARD ORGANIC PRODUCTS. In: Insyma 13, 19 March 2016, Ho Chi Minh City, Vietnam.

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Abstract

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 involvement in influencing attitudes and reservation price toward organic products. 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. Furthermore, allegedly there is a positive correlation between attitude and the reservation price of organic products based on literature review. The more positive attitudes towards organic products, the higher the reservation price of organic products. Keywords:: organic products, attitude, message framing, involvement, reservation price.

Item Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: Andhy Setyawan 208014
Date Deposited: 12 May 2016 09:49
Last Modified: 31 Aug 2016 07:57
URI: http://repository.ubaya.ac.id/id/eprint/27718

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