From Pen to Plate: How Handwritten Typeface and Narrative Perspective Shape Consumer Perceptions in Organic Food Consumption

Abstract

With growing awareness of health and sustainability benefits, organic food has surged in popularity, highlighting the critical need for effective communication strategies in product promotion. While extant research extensively examines the effects of textual content in organic food advertising, little attention has been paid to the persuasive power of typeface design on consumers’ responses. Grounded in cue utilization theory and message consistency framework, this study investigates how handwritten typefaces and narrative perspectives influence consumer responses in organic food advertising. Two experiments were conducted. Study 1 (N = 139) shows their positive effects on consumer attitudes and purchase intentions than machine-typed fonts; Study 2 (N = 206) extends these findings by revealing a significant interaction between typeface and narrative perspective, where first-person narratives amplify the positive effects of handwritten fonts. Moreover, a moderated mediation model shows that the influence of handwritten typefaces on consumer responses is sequentially mediated by perceived congruence and perceived sincerity, with the indirect effects being stronger for first-person narratives than third-person ones. The findings advance marketing theory by demonstrating how visual–semantic alignment enhances communication efficacy, especially in organic product contexts. Practically, this study proposes the strategic implementation of handwritten typography combined with the use of first-person narratives for organic food promotion. These insights hold significant implications for fostering organic consumption patterns, potentially driving environmentally conscious agriculture practices and supporting environmental sustainability efforts.

1. Introduction

Growing environmental concerns have driven increased consumer demand for organic food, as food consumption significantly impacts the environment [1]. Organic food, adhering to stringent production standards such as bans on synthetic pesticides and fertilizers in the EU, is perceived as healthier and safer compared to conventional alternatives [2]. This view matches the rapid expansion of the global organic food and beverage market, which is projected to rise from USD 227.45 billion in 2023 to USD 437.4 billion by 2026 [3]. The primary drivers of this growth include rising consumer awareness regarding the health benefits and environmental sustainability benefits of organic agriculture [4,5]. However, translating these benefits into consumer behavior necessitates strategic communication efforts. Consumers are seeking clear guidance connecting their product choices directly to sustainability outcomes [6]. Advertising emerges as a pivotal tool, connecting the natural and health-related attributes of organic products with broader ecological values, and shapes consumers’ behavioral intentions [7,8]. Thus, an essential question arises. How can marketers effectively communicate the natural and health advantages of organic food to encourage consumer consumption?

Textual elements in advertisements serve a pivotal function in capturing consumer attention, particularly within the context of contemporary media-saturated environments [9]. Extant research has extensively explored the influence of textual advertising content in organic food promotion, for instance, message framing [10,11], advertising appeals [12], and product claims [13,14]. However, compared to ad content, the impact of visual cues on organic food promotion [14], such as typeface, is often overlooked by researchers. Typeface acts as a significant symbolic cue that communicates explicit and implicit meanings [15,16], enhancing product recognition and communicating sustainability commitments [17]. To the best of our knowledge, no prior study systematically examines how typefaces in organic food ads affect consumer attitudes and purchase intentions.

Addressing this gap, this study employs cue utilization theory to propose that handwritten typefaces enhance consumer responses through two sequential mechanisms. First, perceived congruence occurs when handwritten fonts visually match organic food’s “natural” identity (versus mechanical fonts associated with industrial production), which creates a coherent product–advertisement fit [18,19]. This congruence improves information processing fluency and credibility [20]. Second, perceived sincerity arises when consistent visual–textual alignment signals a producer’s genuine commitment to consumers’ well-being and environmental values, thereby fostering consumer trust. Furthermore, the incorporation of first-person narratives amplifies these effects, drawing consumers into the product story [21], and amplifies the perceived congruence and sincerity of handwritten fonts. These cues jointly lead to favorable consumer–product relationships, positive ad attitudes, and higher purchase intentions.

This work makes several contributions. First, it addresses the unexplored impact of handwritten typefaces in organic food advertising, offering novel insights into consumer behavior within this context. Second, the research demonstrates the underlying mechanisms of the above effect by showing the mediating role of perceived congruence and sincerity. The study highlights the theoretical importance of matching ad elements with product identity to convey a natural and caring image and trigger positive consumer attitudes. Practically, the use of organic food marketers is advised to strategically utilized handwritten typeface along with first-person narratives to engage consumers, promote organic food production, and contribute to environmentally sustainable agriculture [22].

The paper is structured as follows: Section 2 introduces the conceptual framework and develops a set of hypotheses based on cue utilization theory to establish a solid theoretical foundation for the study. Section 3, Section 4, Section 5 and Section 6 present experimental studies validating the hypotheses and analyzing key effects. Section 7 discusses implications, limitations, and future research directions.

2. Literature Review and Hypotheses Development

This section reviews the relevant literature on cue utilization theory and cue consistency theory to develop hypotheses regarding the joint effect of typeface design and narrative perspective in organic food advertising.

2.1. Effective Communication and Product Cues

Consumer attraction significantly influences product perceptions, which highlights marketers’ need to understand how consumers process information through various cues [23]. Cue utilization theory provides a crucial framework for this study, proposing that products consist of various intrinsic and extrinsic cues through which consumers infer quality and form judgments [24,25]. Intrinsic cues (e.g., product shape) are fixed unless physically changed [26], whereas extrinsic cues (e.g., price, packaging, advertising [27], brand name, and country of origin [28]) are adjustable to influence perceptions [29].

Although intrinsic cues are typically more reliable indicators of product quality, extrinsic cues gain significance when intrinsic cues are limited. In such cases, consumers rely on extrinsic information, which facilitates heuristic decision-making processes as it requires less cognitive effort [30,31]. Visual cues in advertisements establish a strong connection between products and consumers. Among these visual elements, fonts serve as symbolic cues that influence how consumers interpret and judge products [32]. Fonts convey both explicit information (denotation) and implicit meanings (connotation) that match product attributes [15,20]. It enables shoppers to obtain primary knowledge about the product and encourages positive shopping behaviors [33]. Recent studies show that typefaces can influence the effectiveness of visual appeals in advertising. For instance, serif typefaces (compared to sans serif fonts) would enhance perceptions of brand activity [34]; handwritten fonts have been found to enhance the persuasive power of anthropomorphic CSR messages [35]; the use of handwritten (vs. machine-written) typefaces in advertising slogans embedded in-app icons influences consumers’ download intentions [36]. Therefore, leveraging appropriate typography allows products to maintain a clear visual identity that reflects their values and personality, which further improves communication with consumers and strengthens market presence [37].

2.2. Handwritten Typeface in Organic Food Ad and Consumers’ Response

A special typeface not only delivers its denoted meaning but also conveys connotative meaning through its unique shape and structure [38]. Handwritten fonts offer unique advantages over machine-typed fonts due to their irregular and natural designs. These typefaces evoke perceptions of human presence, which makes them more engaging and fosters emotional connections with consumers [39]. In contrast, machine-typed fonts may appear impersonal and mechanical, lacking the emotional impact of handwritten fonts [40]. These attributes make handwritten fonts effective in building positive consumer attitudes in various contexts, such as tourism, charity, and dining service settings [41,42].

Handwritten fonts in organic food advertising effectively reflect naturalness and authenticity. Their natural curves and irregular shapes enhance visual engagement and reinforce authenticity and nature [16,39]. It is claimed that when ads match consumer expectations, they help build a positive brand image and increase sales [43]. The use of handwritten typefaces in organic food ads enhances the coherence of messages. These fonts highlight careful design and effort and lead to positive consumer responses [37]. Consequently, higher purchase intention, influenced by handwritten typefaces, may also encourage long-term sustainable behaviors, such as reducing reliance on chemical-intensive agriculture. Building on the unique attributes of handwritten fonts, the study proposes the following hypotheses:

H1a. 

Handwritten typeface (vs. machine-typed) in organic food advertisements will generate more positive attitudes toward ads.

H1b. 

Handwritten typeface (vs. machine-typed) in organic food advertisements will generate higher consumer purchase intention.

2.3. The Moderating Role of Narrative Perspectives

Beyond visual design elements, the way information is narrated in advertisements also shapes how consumers perceive and respond to messages. Narrative perspective refers to the physical and psychological point of view in a story. Narratives allow advertisers to communicate with consumers by guiding their immersion. This process fosters a positive emotional connection and creates a favorable selling environment [44]. It increases message persuasiveness by deepening readers’ experiences and strengthening their connection to the narrative character [45]. When narrative messages relate to personal experiences stored in memory, consumers form a stronger connection to the narrative character. Therefore, advertisements can evoke specific emotions or psychological states through an effective narrative perspective, which enhances consumer experiences.

Marketers should consider narrative perspectives to improve the effectiveness of advertisements, as the use of different styles impacts persuasiveness [46]. First-person and third-person perspectives are the most common styles used in advertising. First-person narratives use pronouns like “I” to create personal connections through immersive experiences. Third-person narratives employ pronouns including “it” to provide an external viewpoint which maintains an objective distance from the story. Therefore, first-person narratives allow the advertisement’s subject to communicate directly with audiences, which enhances their engagement. This approach helps consumers relate to narrative characters more effectively than third-person alternatives [45]. Research also shows that first-person storytelling enhances authenticity by sharing personal emotions and experiences [47,48]. When advertisements address consumers directly through a first-person perspective, they prove more persuasive and can positively influence purchasing decisions [49].

When paired with handwritten typefaces, first-person narratives strengthen the perception of human presence created by the handwritten elements. This combination enhances the perception of effort and care, which makes the advertisement feel more approachable and engaging [50]. Consequently, this combination is more likely to drive positive consumer behavioral intentions, such as favorable attitudes and purchase decisions. In contrast, third-person narratives, with their detached tone, may not effectively reinforce the humanizing effect of handwritten fonts, which leads to weaker consumer responses. Therefore, the study postulates the following:

H2. 

The positive effects of handwritten typefaces on consumers’ attitudes toward ads and their purchase intention are stronger with first-person narratives compared to third-person narratives.

2.4. The Mediating Role of Perceived Congruence and Perceived Sincerity

Drawing on cue consistency theory and advertising design literature, this study highlights two key mediators, perceived congruence and perceived sincerity, that offer theoretical insights into how consumers process and respond to organic food advertisements. Unlike the presentation of incongruent things, congruence indicates the similarities shared between two objects, and congruent information will retain people’s focus by forming a long-term memory [18]. The perceived congruence (fit) between conditioned and unconditioned stimuli has been demonstrated to directly influence the conditioned response. Cue consistency theory postulates that people’s attitudes are influenced by the integration of values conveyed through cues that provide consistent information [51]. It emphasizes the importance of aligning intrinsic and extrinsic cues in shaping consumers’ responses. External cues, such as advertisement design, should match a product’s intrinsic attributes to create a clear message that meets consumer expectations. Such alignment facilitates information processing, fosters trust, and strengthens consumer attitudes toward the product [52]. This concept is especially relevant in organic food advertising, where aligning message elements can significantly influence consumer perceptions.

When congruence exists, consumers experience a smoother cognitive connection, which enhances the perceived appropriateness and relevance of the message [42]. For example, the use of congruent ads and content will facilitate the recognition of specific information [53]; indoor setting congruity, e.g., scent, has a favorable impact on consumers’ purchasing judgments [54]; sponsors should align with the events they sponsor in terms of meaning to demonstrate a good fit [19]. Similarly, the alignment between fonts and product categories influences consumer attitudes and purchasing decision-making. When a certain typeface evokes abstract meanings that align with a product category, the association between product categories and fonts can create a sense of congruity through shared meanings [55,56]; for instance, the use of circular and curved typefaces that create a sense of softness improves perceptions of product comfort.

Therefore, organic food advertisements present a context in which consistency between product messaging and visual presentation plays a vital role. Typeface design, as one key visual element, contributes to conveying the values associated with organic products. Handwritten typefaces, as a reflection of human involvement and minimal industrialization, enhance the perception of environmental friendliness. Their natural and irregular appearance, associated with the image of a rustic quality and authenticity in organic food advertising, communicates a minimum of machine intervention and highlights the environmental benefits of the products [57,58]. Such congruence between typeface and product category increases processing fluency, which allows consumers to effortlessly connect the visual elements of the ads with their message [20,42]. It also creates positive consumer reactions since handwritten fonts match the key qualities of organic products. This makes them more appealing to consumers who prefer natural and wholesome items [37,43].

Building on perceived congruence, perceived sincerity emerges when there is a good fit between ad elements and product categories. This improves cognitive processing and conveys emotional and relational cues. Sincerity reflects honesty, trust, and genuine intent and is reinforced through visual and thematic harmony in advertisements [59,60]. Handwritten typefaces express effort, care, and authenticity through their irregular and human-like appearance [39,40]. When used in organic food advertising, these typefaces strengthen the consistency of the product’s message by showing genuine concern for consumers’ well-being. Consistency improves consumer perceptions of trust, honesty, and care, which are key to sincerity [61]. In addition, the COVID-19 pandemic has further increased the demand for transparency and trust in food systems [62]. Handwritten typefaces, seen as sincere and human-centered, may appeal to post-pandemic consumers who prioritize health and sustainability. Ultimately, perceived sincerity strengthens consumer–product connections, improves attitudes, and increases purchase intentions [60,63]. Hence, stronger perceived congruence between typeface and product enhances perceived sincerity.

In addition, when combined with handwritten fonts, first-person narration strengthens the fit between the typeface and organic food. First-person narration in ads increases identification and trust by sharing vivid and experiential messages with the audience [46,64]. Specifically, this narrative style enhances message immersion which allows consumers to feel personally connected to organic food ads [46,49]. Therefore, the combination of handwritten fonts and first-person narration makes consumers feel their health is genuinely cared for, which increases their perception of sincerity. As perceived sincerity and authenticity are key for organic products [58], handwritten fonts and first-person narration effectively emphasize the product’s commitment to consumer well-being. In contrast, third-person narratives, which create a detached tone and an observer perspective, weaken the sense of care associated with organic products. When organic food ads use handwritten typefaces and first-person narration to promote a natural and healthy image, they enhance perceived congruence and sincerity, leading to more favorable consumer behaviors. Thus, the hypothesis is as follows:

H3. 

The indirect effect of handwritten typefaces on consumers’ attitudes toward ads and purchase intention through perceived congruence and sincerity is stronger when paired with first-person narratives.

3. The Research Design

Based on conceptual model in Figure 1, this study aimed to examine whether the use of handwritten typefaces (vs. machine-typed typefaces) in organic food advertising enhances consumers’ attitudes toward ads and increases their purchase intentions. The causality relationship of the theoretical model was examined through behavioral experimental studies. The pretest explored the appropriate experimental stimuli via formal studies. Study 1 investigated the main effect between typeface and consumer behavior. Study 2 employed a 2 (typeface: handwritten vs. machine-typed) × 2 (narrative perspective: first-person vs. third-person) between-subject design to explore the interaction effect and underlying psychological mechanisms (i.e., perceived congruence and sincerity).

In all studies, participants were informed that their participation was voluntary and anonymous and that their responses would be kept strictly confidential and used solely for academic research purposes. Informed consent was obtained prior to data collection. This study was reviewed and approved by the Research Ethics Committee of the School of Business, Macau University of Science and Technology (MUST).

4. Pretest: Stimuli Selection

To recognize the appropriate typeface perceived by consumers as “handwritten”, which can then be used as a formal experiment stimulus, a pretest was conducted in advance. This procedure drew on prior studies employing representative typefaces [17] and conducted pilot evaluations of multiple candidate fonts [20,38]. In this research, the most frequently employed Chinese machine-typing typefaces with relatively regular features, SongTi, Lishu and Misans (free authorized font from Mi Company), were used as control groups, and four other Chinese handwritten typefaces with natural and irregular visual styles, Zhuiguang, Muyao, Qingsong and Hongleizhuoti, were downloaded from Maoken website for free authorized usage (see

Table 1. The typeface examined in the pretest.

Category	Typeface	Example	Means	SD	Notes
Machine-typed	Misans		2.08	1.22	used in Study 2
	Songti		2.55	1.71	used in Study 1
	Lishu		3.45	1.07
Handwritten	Qingsong		4.28	0.98
	Muyao		4.45	1.30
	Zhuiguang		4.76	1.29	used in Study 1
	Hongleizhuoti		5.76	1.37	used in Study 2
The typefaces used in Study 1
Category	Typeface	Mean	SD	t	p
Handwritten	Zhuiguang	4.76	1.29	9.89	<0.001
Machine-typed	Songti	2.55	1.71
The typefaces used in Study 2
Category	Typeface	Mean	SD	t	p
Handwritten	Hongleizhuoti	5.76	1.37	22.13	<0.001
Machine-typed	Misans	2.08	1.22

).

Initially, the participants were presented with one sentence written in all seven typefaces, respectively, and then were required to indicate to what extent they perceived this typeface as a handwritten typeface [16]: “It seems that this typeface is handwritten” (1 = strongly disagree to 7 = strongly agree).

A total of 105 participants were recruited from Credamo, an online data collection platform in China that provides services to researchers from over 3000 universities globally, similar to Amazon Mechanical Turk [65]. Inclusion criteria required participants to be fluent in Chinese and able to complete the survey attentively. Participants were shown multiple candidate typefaces and asked to rate each one based on perceived handwriting style, using 7-point Likert scales. The selected handwritten typefaces for the main studies were those that showed the highest ratings, while the selected machine-typed ones with lowest scores.

After responses completed in an abnormally short time were excluded, 102 participants remained. Among the participants, 69.6% were male, 66.7% held an associate degree or higher, 37.3% were aged between 26 and 30, and 50% reported a monthly disposable income exceeding CNY 5000 (USD 714) (see

Table 2. Demographics of the pretest participants.

Sample Features	Percentage %	Number
Gender
Male	69.6	71
Female	30.4	31
Education
High school/vocational school	33.3	34
Associate degree	35.3	36
Bachelor’s degree	21.6	22
Graduate degree and above	9.8	10
Other	0.0	0
Age
18–25	26.5	27
26–30	37.3	38
31–40	31.4	32
41–50	2.9	3
51–60	2.0	2
Other	0.0	0
Salary
Less than or equal to ¥3000	14.7	15
¥3001–5000	35.3	36
¥5001–10,000	35.3	36
¥10,001–15,000	11.8	12
Above ¥15,000	2.9	3

).

The result presented distinguished the mean and standard deviation of each typeface as follows: Misans (M = 2.08, SD = 1.22), Songti (M = 2.55, SD = 1.71), Lishu (M = 3.45, SD = 1.07), Qingsong (M = 4.28, SD = 0.98), Muyao (M = 4.45, SD = 1.30), Zhuiguang (M = 4.76, SD = 1.29), and Hongleizhuoti (M = 5.76, SD = 1.37). Therefore, different typefaces were selected to enhance the validity and generalizability of these findings [38]: Zhuiguang (Study 1) and Hongleizhuoti (Study 2), with had the highest mean values, were used to represent handwritten typefaces, while Songti (Study 1) and Misans (Study 2), with the lowest mean values, were use as machine-typed font stimuli in subsequent experiments. A paired-sample T-test was used to examine the significance between these typefaces. The result showed that the handwritten typeface Zhuiguang (M = 4.76, SD = 1.29) was rated as more handwritten-like than Songti (M = 2.55, SD = 1.71, t = 9.89, p < 0.001). Moreover, Hongleizhuoti (M = 5.76, SD = 1.37) was rated as more handwritten-like than the machine-typing typeface Misans (M = 2.08, SD = 1.22, t = 22.13, p < 0.001).

5. Study 1: Main Effects Analysis

5.1. Experiment Design, Participants, and Procedure

This study aimed to establish the relationship between different typefaces and consumers’ attitude toward ads and their purchase intention. A single-factor (typeface: handwritten vs. machine-typed) between-subject experiment was conducted. Participants were randomly assigned to one of two conditions. They were shown an advertisement featuring “Xiwang Tomato” and were told that this was an organic tomato. The ad content was “From farm to table—a new organic and healthy choice”. The texts were presented in either a handwritten (Zhuiguang) or machine-typed (Songti) typeface (see Appendix A). After viewing the ads, participants were required to report their psychological state, behavioral intentions, and demographic information.

Questions were designed to test manipulation: “It seems that this typeface is handwritten” (1 = strongly disagree 7 = strongly agree) [16,37]. Then, participants were asked to verify the statement “Such ads would appear in real life” to check the scenario realism [16,37]. The attitude toward ads was examined through a four-item scale [66], e.g., “I think the above ads can move me” (α = 0.86). Purchase intention was measured by a four-item scale [66]: “I would like to collect and learn more information about this organic product/I would like to recommend my relatives and friends to buy this organic product/I would like to introduce and recommend this organic product to my family/I will buy this organic product if necessary” (α = 0.87).

G*Power (version 3.1.9.7) was used to determine the minimum required sample size [67,68]. With a configuration of effect size of 0.25, a power of 0.80, and a significance of 0.05, the analysis result indicated that at least 128 cases were needed.

Overall, 151 participants were recruited from Credamo to complete the survey. The inclusion criteria were the same as in the pretest: participants had to be fluent in Chinese and pass the manipulation check question embedded in the survey. Incomplete or careless responses were removed. As some participants failed the manipulation check, the final sample size was composed of 139 participants. Among the participants, 50.4% were female, 57.6% were aged between 21 and 30, 82.7% held a bachelor’s degree, and 41.7% had a monthly salary between CNY 5001 and CNY 10,000 (

Table 3. Demographics of the Study 1 participants.

Sample Features	Percentage %	Number
Gender
Male	49.6	69
Female	50.4	70
Education
High school/vocational school	5.8	8
Associate/bachelor’s degree	82.7	115
Master’s degree	9.4	13
Ph.D.	2.2	3
Age
Less than or equal to 20	4.3	6
21–30	57.6	80
31–40	28.8	40
41–50	3.6	5
51–60	5.0	7
61 or above	0.7	1
Salary
Less than or equal to ¥3000	12.9	18
¥3001–5000	23.0	32
¥5001–10,000	41.7	58
¥10,001 or above	22.3	31

). These demographic variables were included as control variables in the subsequent data analysis. A sample of response distribution is displayed in Appendix B.

5.2. Data Analysis and Result

Manipulation check: The result of the manipulation check presented a significant difference between the perceptions of typefaces (M_hand = 5.64, SD = 1.46 vs. M_machine = 2.14, SD = 1.18, t = 15.55, p < 0.001). Moreover, when we tested scenario realism, the result also showed participants believed that this kind of ad would appear in real life (M = 5.78, SD = 1.19) and the result of the realism scenario indicated that there were no differences in this regard under handwritten and machine-typed typeface conditions (M_hand = 5.74 and M_machine = 5.81, respectively; F (1, 137) = 1.37, p = 0.71). These results confirmed that the manipulation check was successful.

Consumer response: One-way Analysis of Variance (ANOVA) was conducted to test the main effect between typeface and consumers’ attitudes toward ads. The result showed the significant main effect of typeface on attitude toward the ad (F (1, 137) = 100.75, p < 0.001, η² = 0.424) (see

Table 4. ANOVA results for attitude toward ads.

	Sum of Squares	df	Mean Square	F	Sig.
Between Groups	75.022	1	75.022	100.753	0.000
Within Groups	102.011	137	0.745
Total	177.033	138

), revealing a difference between handwritten typeface (M_hand = 5.61, SD = 0.85) and machine typeface (M_machine = 4.14, SD = 0.88).

Meanwhile, the main effect of a typeface is also significant on purchase intention (F (1, 137) = 115.14, p < 0.001, η² = 0.457) (see

Table 5. ANOVA results for purchase intention.

	Sum of Squares	df	Mean Square	F	Sig.
Between Groups	74.000	1	74.000	115.141	0.000
Within Groups	88.049	137	0.643
Total	162.049	138

), and the use of a handwritten typeface engendered more favorable results (M_hand = 5.65, SD = 0.77 vs. M_machine = 4.19, SD = 0.83).

The results confirmed hypotheses H1a and H1b: applying handwritten typeface in organic food advertisements enhances consumer attitude toward ad and boosts purchase intention, achieving the successful promotion of organic food, thereby promoting a healthy lifestyle, and further contributing to sustainable agricultural development.

6. Study 2: Mediating Effect and Moderating Effect Analysis

6.1. Experiment Design, Participants, and Procedure

To examine the mediating effect and moderating effect, a 2 (typeface: handwritten vs. machine-typed) × 2 (narrative perspective: first-person vs. third-person) between-subject experimental design was adopted to verify the hypotheses.

The experimental stimuli consisted of advertisements for organic food. Study 2 used an organic apple instead of a tomato to avoid material repetition and enhance external validity. Both were common, natural products in the organic food category. The ad layout, message length, and core manipulations (typeface and narrative) remained consistent throughout studies.

Participants were randomly assigned to one of the four condition groups. They were required to imagine that when browsing the web, they saw an advertisement. The ad featured the “Yiran” organic apple, a product that belongs to the organic food category and is used to promote the concept of healthy eating. In addition to the apple, there was a short advertising content illustrating the product. The ad typeface was manipulated through two stimuli tested before, Hongleizhuoti (handwritten) and Misans (machine-typed), respectively. Narrative perspective was manipulated through different pronouns (first-person: I vs. third-person: It). For example, the first-person narration text was “I am Yiran Apple. I am grown using organic methods. I go directly from the orchard to your hands. I will bring you and your family the healthiest and most delicious taste”. The third-person perspective content was “It is Yiran Apple. It is grown using organic methods. It goes directly from the orchard to your hands. It will bring you and your family the healthiest and most delicious taste”. The two typeface and two narratives perspectives comprised the four experimental conditions used in this study as stimuli (Appendix C).

After reading these materials, participants completed a series of questions measuring their perceived congruence [19] from one (totally disagree) to seven (totally agree) (α = 0.90). Their perceived sincerity was measured by a four-item seven-point scale [61,69] (α = 0.89). Their attitude toward the ad was measured by three items [70] (α = 0.91). Finally, the purchase intention scale consisted of three items [70] (α = 0.92). The measurement scales are provided in

Table 6. Measurement model results.

Construct (Source)	Items	Stand. Loading	Cronbach’s Alpha	CR	AVE
Perceived congruence [19]	There is a logical connection between the product category and ad typeface.	0.856	0.90	0.90	0.64
	The image of the product category and the ad image of the typeface are similar.	0.888
	The product category and ad typeface fit together well.	0.732
	The product category and ad typeface stand for similar things.	0.815
	It makes sense to me that this product category uses this typeface in the ad.	0.708
Perceived sincerity [61,69]	The image of Yiran Apple in the advertisement is sincere.	0.874	0.89	0.89	0.66
	The image of Yiran Apple in the advertisement is Wholesome.	0.826
	The image of Yiran Apple in the advertisement is Sentimental.	0.779
	The image of Yiran Apple in the advertisement is Family-oriented.	0.776
Attitude toward ad [70]	This is a good ad.	0.928	0.91	0.91	0.77
	This ad is attractive.	0.882
	My opinion of this ad is positive.	0.823
Purchase intention [70]	It seems a good idea to buy Yiran Apple.	0.921	0.92	0.93	0.81
	If I could buy apple, I would buy Yiran Apple.	0.937
	From now I will pay more attention to Yiran Apple.	0.839

Abbreviations: CR, composite reliability; AVE, average variance extracted.

.

To conduct the manipulation check of typeface, participants were required to assess one item: “The typeface of ads appears to be handwritten” [16,37]. Moreover, participants were asked to respond to one item: “The content is narrated in the first person”. To check the scenario realism of ads, participants were asked to respond to the following item: “In real life, advertisements for such products may appear”. (1 = strongly disagree, 7 = strongly agree) [37].

To estimate the minimum required sample size, G*Power was used. Using a configuration of effect size f of 0.25, a power of 0.80, a significance of 0.05, and 4 groups, the calculated minimum sample should be 180 cases. A total of 228 undergraduate students from a Chinese university were invited to participate in this experiment in exchange for course credit. To maintain the validity of the sample, any participants who failed the manipulation check or completed the questionnaire in an unrealistically short time were excluded.

The final sample size was composed of 206 valid cases. Among the participants, 72.3% were female and over 94.7% were aged between 18 and 25. As participants were randomly assigned into one of four conditions, gender showed no significant differences under conditions (handwritten condition—74% female; machine-typed condition—70.6% female; χ² (1, N = 206) = 0.306, p = 0.58, confirming the success of randomization.

In addition, participants’ prior purchase experience with organic food and their trust in organic food brands were also measured, as prior studies suggest these variables may influence consumers’ responses to organic advertising [17,42]. Although not included in the main analysis, these variables were added as covariates in supplementary robustness checks, the results of which are reported in Appendix D.

6.2. Data Analysis and Result

Confirmatory factor analysis: Confirmatory factor analysis (CFA) was conducted using AMOS 26.0 to evaluate the construct validity of the measurement model. The results demonstrated a good model fit: χ²/df = 1.917, CFI = 0.969, TLI = 0.961, RMSEA = 0.067, and GFI = 0.905. All the indicators had a good fit criterion. Therefore, the construct validity of the model was well-supported.

Specifically, the factor loadings ranged from 0.708 to 0.937, all exceeding the recommended threshold of 0.5, indicating the adequate convergent validity of the items. A detailed list of items and their corresponding loadings is provided in Table 6. To evaluate internal consistency, composite reliability (CR) values were calculated, ranging from 0.89 to 0.93, all above the acceptable cutoff of 0.7 (Table 6). Furthermore, the average variance extracted (AVE) for each construct ranged from 0.64 to 0.81, surpassing the minimum threshold of 0.5. Discriminant validity was also supported, as each construct’s AVE exceeded the squared correlations with other constructs [71].

Manipulation checks: A manipulation check was conducted to test the differences between typefaces. It showed that participants’ perceptions differed significantly between conditions (M_hand = 5.65, SD = 1.29, vs. M_machine = 2.20, SD = 1.20, t (204) = 19.89, p < 0.001, d = 2.77). Moreover, their perception of narrative perspective also presented significantly different (M_first = 6.31, SD = 0.94, vs. M_third = 1.92, SD = 1.21, t (204) = 29.19, p < 0.001, d = 4.07). The realism of the scenario was also tested, and the result showed that people believed that this kind of ad would appear in real life (M = 5.79, SD = 0.92) and the result of the realism scenario indicated that there no significant differences between typeface conditions (M = 5.78 and M = 5.79, respectively; F (1, 204) = 0.014, p = 0.91).

Consumer response: attitude towards ads. Two-way ANOVA was conducted to test the result of attitudes toward ads. The main effect of typeface on attitude toward ads was significant (F (1, 202) = 45.02, p < 0.001, η² = 0.182), and there was a significant effect of narrative on attitude toward ads (F (1, 202) = 12.03, p < 0.001, η² = 0.056). Moreover, their interaction effect was also significant (F (1, 202) = 5.28, p < 0.05, η² = 0.025). More specifically, when ad narration was first-person, handwritten typeface (M = 5.10, SD = 1.18) engendered significantly more favorable attitudes than machine-typed variants (M = 3.44, SD = 1.47, F (1, 103) = 40.74, p < 0.001). When ad narration was third-person, handwritten typeface (M = 4.04, SD = 1.29) also triggered more positive attitudes than machine variants (M = 3.23, SD = 1.33, F (1, 99) = 9.71, p < 0.01) (see Figure 2).

Consumer response: purchase intention. A two-way ANOVA was conducted to test purchase intention. The main effect of the typeface was significant (F (1, 202) = 26.59, p < 0.001, η² = 0.116), and the main effect of the narrative was also significant (F (1, 202) = 18.67, p < 0.001, η² = 0.085). More specifically, the interaction effect of typeface x narrative perspectives was significant (F (1, 202) = 5.92, p < 0.05, η² = 0.025). When the ad adopted first-person narration, the use of handwritten typeface (M = 5.11, SD = 1.33) led to a higher level of purchase intention compared with machine-typed writing (M = 3.63, SD = 1.61, F (1, 103) = 26.54, p < 0.001). When ads utilized a third-person perspective, handwritten typeface (M = 3.80, SD = 1.37) also triggered higher purchase intention than machine ones (M = 3.27, SD = 1.27, F (1, 99) = 4.09, p < 0.05) (see Figure 3). These results supported H2.

Moreover, including both covariates (prior experience and brand trust) in the ANCOVA led to the result pattern remaining significant (see Appendix D).

Moderated mediation analysis: In order to test H3, moderated mediation analysis was run through the bootstrapping method (SPSS, version 27.0. Process Model 86) [34,37,56,72]. In this test, the typeface was used as the independent variable. We used perceived congruence and perceived sincerity as mediators, employing attitude toward ads and purchase intention as dependent variables, respectively, and using narrative perspective as the moderator. The handwritten typeface was coded as 1 and the machine-typed as 0, while the first-person narrative was coded as 1 and the third-person style was coded as 0.

First, the moderated mediation effect was examined regarding attitudes toward ads. The bootstrapping results showed a significant moderated mediation effect by narrative perspective through perceived congruence and perceived sincerity (index of moderated mediation = 0.1587, 95% CI = [0.0166, 0.3577]). More specifically, the indirect effect was stronger when the narration was first-person (effect = 0.3223, 95% CI = [0.1643, 0.5380]) due to the serial mediation effect of perceived congruence and perceived sincerity when compared to third person (effect = 0.1635, 95% CI = [0.0598, 0.2929]), which confirmed that first-person narration engenders more favorable attitude than third-person narration.

Secondly, the moderated mediation effect was examined on purchase intention. The results showed a significant moderated mediation effect of the narrative perspective (index of moderated mediation = 0.1904, 95% CI = [0.0169, 0.4046]). More specifically, the indirect effect was stronger when the narration was first-person (effect = 0.3865, 95%CI = [0.2019, 0.6092]) through perceived congruence and perceived sincerity, when compared to third-person (effect = 0.1961, 95% CI = [0.0735, 0.3428]), confirming that when utilizing first-person narration, organic product ads would lead to stronger purchase intention than those used third person’s (see

Table 7. Moderation mediation analyses.

	Effect	SE	LLCI	ULCI
Typeface → Perceived Congruence → Perceived Sincerity → Attitude Toward Ads
Conditional Indirect Effects by Narrative Perspective
−1SD (third-person)	0.1635	0.0596	0.0598	0.2929
+1SD (first-person)	0.3233	0.0952	0.1643	0.5380
index of moderated mediation	0.1587	0.0872	0.0166	0.3577
Typeface → Perceived Congruence → Perceived Sincerity → Purchase Intention
Conditional Indirect Effects by Narrative Perspective
−1SD (third-person)	0.1961	0.0683	0.0735	0.3428
+1SD (first-person)	0.3865	0.1030	0.2019	0.6092
index of moderated mediation	0.1904	0.0991	0.0169	0.4064

Note: N = 206, 95% confidence intervals based on 5000 bootstrap samples. Abbreviation: SE = Standard Error; LLCI = Lower-Level Confidence Interval; ULCI = Upper-Level Confidence Interval.

).

The results certified that when the first-person perspective was used in organic product ads, it engendered a more positive attitude toward ad and purchase intention through perceived congruence and perceived sincerity when compared to third-person narration, supporting H3. This suggested that when both the handwritten typeface and the first-person narrative perspective were used in organic food advertising, they triggered positive consumer responses by enhancing perceptions of congruence and sincerity, which were essential for highlighting the rustic and natural qualities of organic food and boosting the development of organic farming and sustainable food production.

7. General Discussion

7.1. Theoretical Implications

To the best of our knowledge, this is the first study to investigate the influence of typefaces in organic food promotions. This study makes significant theoretical contributions by exploring the effects of handwritten typefaces and narrative perspectives on consumers’ attitudes and purchase intentions in organic food advertising.

First, this study advances cue utilization theory by demonstrating that visual cues, such as handwritten typefaces, serve not only as esthetic elements but also as crucial tools to trigger perceptions of naturalness, human presence, and sincerity [16,38,39]. Thus, extrinsic cues in advertising can influence the perceptions and behaviors of consumers. This research highlights that handwritten typefaces align with consumer expectations for organic products, which extends applications of cue-based decision-making models [43].

Second, the research applies cue consistency theory to demonstrate the importance of perceived congruence and sincerity between visual elements (e.g., typeface design) and product attributes (e.g., naturalness and healthiness). Perceived congruence refers to the alignment between typeface design and product attributes, which may facilitate smoother cognitive processing and increase the relevance of the advertisement. Perceived sincerity reflects the emotional response triggered by handwritten typefaces, which convey authenticity, effort, and care [61]. By highlighting these mediators, this research enriches the theoretical understanding of psychological mechanisms underlying consumer responses to visual and narrative cues.

Lastly, the study introduces the narrative perspective as a critical moderator. It reveals the interplay effect between typeface design and narrative style shaping consumer perceptions and decision-making. Specifically, first-person narratives may strengthen the effects of handwritten typefaces by fostering a personal connection and enhancing perceptions of congruence and sincerity. In contrast, third-person narratives diminish this emotional effect of handwritten typefaces on consumer attitudes [21].

Although this study supports earlier research showing that handwritten typefaces can boost purchase intentions [16,38], it also differs from findings that reported weak or negative effects. For example, it was found that handwritten fonts were less effective for risky products [54]. Similarly, some authenticity elements, such as highly realistic plots or overly honest messages, could reduce the impact of advertising [43]. Two contextual factors may explain the discrepancy. First, the current study focuses on low-risk, health-related products, while previous studies looked at high-involvement or durable goods, where functional features are more important. Second, this study combines handwritten fonts with first-person narration, which may strengthen the feeling of human presence and reduce consumer skepticism. These factors suggest that the effectiveness of handwritten fonts depends on product risk and message design, helping explain the mixed results in past research.

7.2. Managerial Implications

This study provides useful insights for marketers and advertisers in the organic food industry. Product evaluation depends on how well the typeface matches the product category [54]; thus, advertisers need to choose fonts that align with the product’s image. Food producers and marketers are advised to incorporate handwritten typefaces into advertisements because they convey a natural and healthy image, which strengthens consumers’ positive perceptions. They are also advised to apply handwritten typography beyond traditional ads, for example, in product packaging, eco-labels, store signage, or menus, to create a consistent brand identity that highlights sincerity and authenticity. Consumers who choose organic foods engage in sustainable consumption and support ecological preservation and eco-friendly lifestyles. Handwritten typography reinforces this connection by emphasizing the natural and earth-friendly qualities that define organic products as part of sustainable living.

Second, first-person narratives also play a key role in making ads more persuasive. Ads using a first-person narrative immerse consumers in the storyline, which makes the content more engaging and reinforces their emotional connection with products [21]. Therefore, marketers might integrate first-person perspectives into campaigns to create a more direct and personal dialog with consumers, potentially enhancing brand connection and loyalty [46]. For instance, organic food brands can incorporate first-person narratives to enhance consumer immersion, reinforce their perceptions of sincerity, and further build consumer trust and emotional engagement. Moreover, marketers should combine handwritten fonts with first-person narratives to highlight farm-to-table transparency. Small organic farms can use this strategy to stand out in competitive markets and promote agricultural sustainability. In addition, first-person narratives can also be embedded in brand storytelling, especially in social media captions, website introductions, or video scripts, to foster the development of emotional connections. These approaches are especially effective for brands targeting younger consumers and those who value sustainability and local sourcing.

Third, marketers may conduct audience segmentation to identify which combinations of visual cues and narrative perspectives resonate most strongly with specific consumer groups or platforms (e.g., social media vs. in-store posters).

7.3. Limitations and Future Study

This study offers contributions to the literature and practice but also has some limitations. First, although the selected typefaces used in previous studies were validated through a perception-based pretest and supported by the prior literature [38], it is important to note that they may not represent all possible handwritten or machine-typed font styles used in advertising. The chosen fonts are commonly used in the Chinese market and were clearly differentiated in terms of perceived handwriting characteristics. However, future research should examine a broader range of typefaces, including those with more subtle stylistic differences, to assess the robustness and generalizability of these findings across different product categories and visual design contexts. Second, the sample in this study was predominantly composed of younger respondents. Future research should consider conducting a field study that includes a broader age range. Third, online surveys and simulated scenarios helped maintain controlled conditions but may not fully reflect real-world consumer behaviors since the study relied entirely on self-reported measures, which may be subject to social desirability bias. Future research may incorporate behavioral data or implicit measures (e.g., eye tracking) to triangulate consumer responses. Fourth, we employed fictitious brand names in all experimental materials to minimize the influence of brand familiarity and enhance internal validity. Future research should replicate our findings using real organic brands to improve external validity and generalizability.

8. General Conclusions

This study investigated how typefaces affect consumers’ responses to organic food advertising. It explored the mediating roles of perceived congruence and perceived sincerity, alongside the moderating role of narrative perspective, hypothesizing that first-person narratives enhance the positive effects of handwritten typefaces. In essence, it offers preliminary support for the relevance of cue utilization and consistency theory for consumer behavior research.

The result of Study 1 suggested the main effect of typefaces on consumers’ attitude and their purchase intentions. Handwritten typefaces, conveying natural and human presence, were especially effective in organic food ads and triggered positive consumer responses. The result of Study 2 showed that narrative perspectives moderate the effect of typeface on consumer behavior intention as the first-person exerted a stronger effect. The boundary condition, first-person narratives, intensified the positive effects of handwritten typefaces by creating emotional engagement, while third-person narratives diminished their impact. It further confirmed the moderated mediating role, as handwritten typefaces create congruence with organic foods and signal sincerity perception, increasing consumer positive attitudes toward the ad and their purchase intentions, which were enhanced by a first-person narrative perspective. While these findings are promising, they should be interpreted with caution and regarded as exploratory, offering directions for future research.