グリーン・フード購入の意図における認知効果的交渉プロセス:根拠のある理論に基づく質的研究
Yingying Lian1, Jirawan Deeprasert1, Songyu Jiang1
1Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology Rattanakosin, Nakhon Pathom 73170, Thailand.
Foods (Basel, Switzerland)
|August 28, 2025
まとめ
消費者はグリーン食品の購入を 価格やラベルなどの外部要因と 信頼と価値の内面の感情を バランス付けることで行います この感情的な交渉は 持続可能な食品の購入の意図に 大きく影響します
科学分野:
- 消費者の行動
- 持続可能な消費
- 環境心理学
背景:
- 緑の食品は健康的な生活と 環境保護を結びつけています 持続可能な消費には不可欠です
- 消費者がグリーン食品の購入決定において 認知的,感情的要因をどのように処理するかは 限定的です
研究 の 目的:
- 消費者のグリーン食品の購入意向に影響を与える 認知感情的交渉プロセスを探求する.
- 緑の食品選択行動の概念モデルを中国の文脈で開発する.
主な方法:
- 中国人消費者との半構造面接を26回利用した理論的方法論.
- 理論的飽和を達成する誘導的なモデル構築.
- 感情分析は 行動の動機を評価するものです
主要な成果:
- 外部要因 (価格,ラベル,アクセス,社会的影響,健康的な信念) は,感情的仲介者による意図に間接的に影響します.グリーン・トラスト,認識価値,ライフスタイル一致性.
- 感情的な信頼と安心感は 購入の意図を促し 価格の懸念と懐疑は 購入の意図を妨げます
- このモデルは,緑の食品の選択における 合理的な判断と感情的な解釈の相互作用を強調しています.
結論:
- この研究は,持続的な消費のための感情的仲介と構造的制約を組み込んだ拡張された計画行動理論モデルを提案しています.
- 信頼メカニズムの文化的特異性を強調しています 特に中国の認証に焦点を当てた環境では
- 政策立案者やマーケティング担当者がエコラベルを改善し,障壁を軽減し,共鳴するブランドナラティブを作成するために,実行可能な洞察が提供されます.
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