Communicating Ethical Arguments to Organic Consumers: A Study Across Five European Countries

Simona Naspetti, Raffaele Zanoli



Additional ethical claims were tested with mock organic egg labels in five EU countries. The attitudes towards the advertising labels were assessed by multiple copy testing measures. A total of 156 individual responses were analysed. The study confirms the difficulty of conducting advertising research in a multicultural framework, and shows that additional local/ regional claims can reinforce the appeal of organic products.


cross-cultural advertising; ethical values; consumer attitudes; organic food

Full Text:



ISSN 1869-6945


This work is licensed under a Creative Commons License