The impact of altruistic attribution and brand equity in food label campaigns

<jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>The purpose of this study is to analyse the impact of two determinants of purchase intention in food label campaigns: altruistic attribution and brand equity.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>A 2 × 2 between-group factorial experimental design was used, with 2 levels of altruistic attribution (high/low) and 2 levels of brand equity (high/low). The product used for the study was pork chops. A survey was conducted on 602 respondents representing the population of Quebec, Canada.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>Structural equation modelling was used to evaluate the fit of the data with the proposed mod el. The results demonstrate that altruistic attribution and brand equity have an indirect impact on purchase intention via perceptions of taste and food safety. Altruistic attribution, but not brand equity, also has a direct impact on purchase intention.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Research limitations/implications</jats:title><jats:p>The experiment in this study was conducted via an online consumer panel to increase internal validity. As a result, one of the limitations of the study concerns its external validity.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Practical implications</jats:title><jats:p>This research provides strategic guidelines for businesses or organisations that wish to develop food label campaigns. They must simultaneously consider both altruistic attribution and pre-existing brand equity.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>This study contributes to the literature by demonstrating the impact of altruistic attribution and brand equity on purchase intention in the context of food label campaigns. The study mobilises attribution theory and the multidimensional consumer-based brand equity scale.</jats:p></jats:sec>