According to the OCEAN marketing theory, organic foods display two main personality traits: naturalness and authenticity. The OCEAN theory was developed to describe human personalities: O – Openness to Experience | C – Conscientiousness | E – Extroversion | A – Agreeableness | N – Neurothicism. This theory can be applied to brands or products, because these are often perceived to possess their own personality (Plummer, 2000). In this case, organic foods display two main traits, as adapted to the nature of the product, which influence consumers’ attitudes (Guido, 2010). Naturalness and authenticity positively influence someone’s ATTITUDE toward purchasing organic products.


The negative or positive predisposition to purchase organic products.


The social pressure that influences consumers (such as friends, family, coworkers)


External factors that facilitate the purchase (such as price and availability)


A system of internalized ethical rules that reveal one’s responsibility to purchase or refuse to purchase organic products

Possible Direct Strategies

  • Design packaging that creates a feeling of moral responsibility
  • Show positive messages of self-esteem linked to the purchase of organic foods, but also feelings of
    blame for the consumption of conventional foods that hurt the body and the environment
  • Use a social influence approach (e.g. packaging that shows multiple people as opposed to just one)
  • Consider a higher price not as a deterrent, but as an indicator of higher quality
  • Marketing messages should be centered around words such as genuine, patient, warm and cheerful

Sources: The role of ethics and product personality in the intention to purchase organic food products: a structural equation modeling approach (G. Guido, M.I. Prete, A.M. Peluso, R.C. Maloumby-Baka, C. Bua) International Review of Economics, 2010, 57, 79–102. How personality makes a dierence (J.T. Plummer) Journal of Advertising Research, 2000, 40(6), 79–83.

Book a Consultation
Tell us about yourself
Send Us A Message
Tom Foerstel : Founder & President

Tom Foerstel

Founder & President

Growing up in the San Francisco Bay Area in the 60’s, Tom developed a strong desire to create positive change for people and planet.


He went on to pursue his passion for art and design at Art Center College of Design in Pasadena, California, and worked for design firms in Southern California before moving to Boise, Idaho in the early 80’s. Foerstel Design opened its doors in 1985. Since its inception, the firm has cultivated a bold, happy, forward-looking team focussed on creating distinct and effective work on behalf of their clients.


An integral part of Tom’s philosophy is giving back to the community in which he lives — a company cornerstone that drives Foerstel’s long history of providing pro-bono services to local non-profit humanitarian and arts programs.


One of Tom’s proudest personal achievements is his ability to say Supercalifragilisticexpyalidocious backwards.