Date of Award

12-2025

Document Type

Thesis

Degree Name

Bachelor of Arts

Department

Rhetoric & Comm Studies

First Advisor

Dr. Greg Cavenaugh

Abstract

This thesis examines how cultural frameworks influence the development of the organic food market and shape individual attitudes towards the label “organic” in the U.S. and China. While the popularity of organic food has increased in recent years, cognitive and behavioral reactions toward the label “organic” have differed across societies. In the U.S., healthy eating discourse aligns closely with the individualistic culture and atomistic cognitive style, highlighting the importance of salient elements such as specific nutrients or chemical use. In contrast, Chinese healthy eating discourse is based on balance and harmony, which is directly related to traditional Chinese culture of Yin and Yang from a collectivistic orientation and holistic cognitive style. This study collected quantitative and qualitative data in order to explore how cultural differences in perception and social practice relate to differences in consumption of and preference for certain products. Specifically, this study investigates the role of the Atomism-Holism cultural dimension in shaping different attitudes toward the label “organic” among U.S. and Chinese consumers. Analysis of results suggests that a range of cultural mediators contribute to the behavior of consumers from both countries, such as price, the concept of “unprocessed” foods, and Chinese “wet markets” culture. The thesis concludes by proposing culturally specific recommendations for the U.S. and Chinese organic food marketers, emphasizing the need to align official organic food discourse with cultural values and cognitive styles.

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