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Trash-or-Treat : The Power of Logo Framing on Upcycled Foods’ Purchase Intent Anand, Abhigna; Cheng, Ally; Jalil, Nekysha; Markovic, Stephanie; Xiong, Hongqin; Yu, Christine
Abstract
In this project, we aim to test whether language framing in logos can influence consumers’ purchase intent of upcycled food in UBC dining halls. To explore this question, we designed a logo for upcycled food. The plain logo was used as the control condition, the logo with an informative descriptor of upcycled food as the informational condition, and the logo with an emotive descriptor of upcycled food as the emotional condition. It was hypothesized that the informational condition would have the strongest effect in convincing consumers to purchase upcycled food, followed by the emotional and control conditions. Carried out as an online survey, 246 participants completed the experiment, giving us enough statistical power. Participants were shown the logos corresponding to the conditions they were randomly assigned, then asked to rate their purchase intent on a 9-point Likert scale based on the logo they saw. No significant difference among all three groups regarding purchase intent (p = .08) was found. However, excitement was found as significantly higher in the emotional condition than in the control condition (p = .02). This result indicates that more research is necessary to examine logos’ effects in different scenarios where consumers might encounter upcycled food. Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”
Item Metadata
| Title |
Trash-or-Treat : The Power of Logo Framing on Upcycled Foods’ Purchase Intent
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| Creator | |
| Contributor | |
| Date Issued |
2023-04-30
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| Description |
In this project, we aim to test whether language framing in logos can influence consumers’ purchase intent of upcycled food in UBC dining halls. To explore this question, we designed a logo for upcycled food. The plain logo was used as the control condition, the logo with an informative descriptor of upcycled food as the informational condition, and the logo with an emotive descriptor of upcycled food as the emotional condition. It was hypothesized that the informational condition would have the strongest effect in convincing consumers to purchase upcycled food, followed by the emotional and control conditions. Carried out as an online survey, 246 participants completed the experiment, giving us enough statistical power. Participants were shown the logos corresponding to the conditions they were randomly assigned, then asked to rate their purchase intent on a 9-point Likert scale based on the logo they saw. No significant difference among all three groups regarding purchase intent (p = .08) was found. However, excitement was found as significantly higher in the emotional condition than in the control condition (p = .02). This result indicates that more research is necessary to examine logos’ effects in different scenarios where consumers might encounter upcycled food. Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”
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| Subject | |
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| Language |
eng
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| Series | |
| Date Available |
2023-09-07
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| Provider |
Vancouver : University of British Columbia Library
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| Rights |
Attribution-NonCommercial-NoDerivatives 4.0 International
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| DOI |
10.14288/1.0435781
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| Affiliation | |
| Peer Review Status |
Unreviewed
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| Scholarly Level |
Undergraduate
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| Rights URI | |
| Aggregated Source Repository |
DSpace
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Rights
Attribution-NonCommercial-NoDerivatives 4.0 International