Campañas de comunicaciónefectos de la configuración del mensaje en la predisposición a la compra de aceite de oliva ecológico
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Universidad de Jaén
info
ISSN: 1575-1198
Datum der Publikation: 2016
Nummer: 244
Seiten: 69-104
Art: Artikel
Andere Publikationen in: Revista española de estudios agrosociales y pesqueros
Zusammenfassung
Dada la situación de desequilibrio entre producción y consumo de alimentos ecológicos en general y, particularmente, de aceite de oliva ecológico, en España, el desarrollo de la demanda interna se ha convertido en un objetivo prioritario tanto para los agentes del sector como para las administraciones públicas, constituyendo la comunicación de marketing un instrumento útil para ello. El objetivo fundamental de este trabajo es estudiar el efecto de distintos mensajes de comunicación en la intención de compra de aceite de oliva ecológico, combinando niveles de tres variables clave según la literatura. A través de un experimento realizado a 800 consumidores urbanos de aceites de oliva, se concluye que los mensajes más efectivos son los que utilizan como fuente la Administración Pública o un experto y que centran su argumento en el medio ambiente, elitismo o salud.
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