Evelina Sahay - Department of Management Studies, Bharati Vidyapeeth (off campus), Kharghar, Navi Mumbai, Maharashtra, India
Somnath Mukherjee - Department of Management, Birla Institute of Technology, City Centre, Ranchi, Jharkhand, India

Customer perceptions and purchasing intentions are influenced significantly by the framing of advertising messages. Hence, the work was undertaken to investigate and comprehend the research gaps by examining the "Framing Effect" to find whether a negatively framed (Loss frame) or positively framed (Gain frame) message can effectively increase the purchase intention of consumers (college-going young adults and mothers having young children till age ۱۰). Findings suggest that negative-framed messages are more effective on college-going young adults and positive-frame are effective on mothers in exhibiting greater propensities towards purchase intention of organic food. Ethical consciousness, health consciousness, environmental concern, and subjective norm are found to moderate the effect of organic food consumption on purchase intention. This study provides useful insights by identifying the significance of the framing effect as a critical influence that can shape and impact the purchase intention of organic food by affecting the reasoning process of consumers.

Organic food, Subjective Norm, Purchase intention, Health Consciousness, Ethical Consciousness