Author(s)

Catherine Girone

Date Approved

9-13-2012

Document Type

Thesis

Degree Name

M.A. Public Relations

Department

Public Relations/Advertising

College

College of Communication & Creative Arts

First Advisor

FitzGerald, Suzanne

Subject(s)

Marketing;Natural foods

Disciplines

Public Relations and Advertising

Abstract

The purposes of this research were to determine which consumers tend to purchase fresh organic food and which consumers tend to purchase packaged organic food, which type of messaging organic food distributors rely on to entice customers and which messages work most effectively to promote organic food consumption, and which channels different organic consumers use to gain knowledge about organic food. Implications for organic food marketing are discussed.

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