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

Abstract

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 .