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The Influence of Charitable Food Organization Branding on College Students’ Behavioral Intent

Stollar, Marlee E
http://rave.ohiolink.edu/etdc/view?acc_num=osu1650484506305879

Abstract Details

2022, Master of Science, Ohio State University, Agricultural and Extension Education.
Food security, also known as having proper access to food to live a healthy life, affects more than 10% of individuals in the United States (United States Department of Agriculture [USDA], 2021b). Other than government aid, to combat food insecurity, various food banks and charitable food organizations such as Feeding America, Why Hunger, and Share Our Strength, provide food and other resources (USDA, n.d.-b). Marketing and communications, as well as brand identity, plays a role in how these organizations operate and raise awareness (Carboni & Maxwell, 2015; Chapleo, 2015; Phethean et al., 2013). However, these organizations’ communications are typically not as successful as for-profit corporations, and there is a gap in literature about the effectiveness of these charitable food organizations’ marketing efforts (Quinton & Fennemore, 2013). There is a need to better understand these organizations’ communications to inspire work with their organizations, which could also lead to a broader response to food insecurity in the U.S. The current study aims to better understand how to improve charitable food branding and communications, as well as how it can influence support for their work. For this study, Gen Z was chosen as the population since these individuals are known as being “digital natives,” leaning more progressive, and preferring online learning (Fontein, 2019; Parker & Igielnik, 2020, para. 4). The purpose of this study is to determine the effect of charitable food organization branding on college students’ support of charitable food organizations—specifically through volunteering, donating behavior, and advocacy efforts. This study used the Theory of Planned Behavior (TPB), color theory, and semiotics to craft treatments similar to social media images from charitable food organizations (CFOs). There were four treatment groups, all with the same verbiage, but all using either color or no color or with an icon versus an image. Findings suggested Treatment 3, the colorful treatment with a picture of two children, played a role in the relationship between attitudes, social norms, and perceived behavioral control and intent to support CFOs. It was also selected by participants to both catch their attention the most and to make them want to support CFOs. While some of the other treatment models were significant, none included all significant TPB predictors as with treatment 3. These results suggest charitable food organizations should use colorful imagery in their social media posts. Descriptive results also show Gen Z, when comparing past experience and future intent, have interest in advocating for these organizations. Communications should also focus on how Gen Z can better advocate for this reason as well. Future research should future explore this gap in literature, as well as perhaps study additional messaging.
Joy Rumble, Dr. (Advisor)
Annie Specht, Dr. (Committee Member)
Agricultural Education; Communication
charitable food organizations; Theory of Planned Behavior; nonprofit; branding; support charitable food organizations; semiotics; visual communication

Recommended Citations

Citations

  • Stollar, M. E. (2022). The Influence of Charitable Food Organization Branding on College Students’ Behavioral Intent [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1650484506305879

    APA Style (7th edition)

  • Stollar, Marlee. The Influence of Charitable Food Organization Branding on College Students’ Behavioral Intent. 2022. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1650484506305879.

    MLA Style (8th edition)

  • Stollar, Marlee. "The Influence of Charitable Food Organization Branding on College Students’ Behavioral Intent." Master's thesis, Ohio State University, 2022. http://rave.ohiolink.edu/etdc/view?acc_num=osu1650484506305879

    Chicago Manual of Style (17th edition)

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