向着消费者接受培养肉的方向
Daniel L Rosenfeld1, A Janet Tomiyama1
1Department of Psychology, University of California, Los Angeles, CA, USA.
Trends in cognitive sciences
|May 28, 2023
概括
消费者对培养肉的接受度很低,这是一种具有健康和环境益处的替代蛋白质. 关于其生产和优势的有效沟通可以显著改善公众的认知和采用.
科学领域:
- 食品科学 食品科学 食品科学
- 消费者行为 消费者行为
- 生物技术是生物技术.
背景情况:
- 培养肉是传统肉类的可持续替代品,为健康和环境带来潜在的好处.
- 尽管有优势,但消费者对采用培养肉的抵制仍然是其广泛接受的重大障碍.
- 了解这种阻力驱动因素对于开发有效的市场进入策略至关重要.
研究的目的:
- 审查消费者不愿接受培养肉的主要原因.
- 探索可以增强消费者接受养殖肉的沟通策略.
- 确定促进培养肉的好处的关键信息.
主要方法:
- 关于消费者对新食品态度的现有研究的文献综述.
- 对影响培养肉接受的心理,伦理和社会因素的分析.
- 对食品产品介绍的沟通理论和最佳实践的综合.
主要成果:
- 消费者抵制源于包括感知不自然性,安全问题和道德考虑在内的因素.
- 缺乏关于生产过程的信息和理解有助于怀疑.
- 对健康和环境益处的积极框架可以减轻一些抵抗.
结论:
- 克服消费者对培养肉的抵抗性需要有针对性的沟通策略,突出其好处并解决特定问题.
- 通过教育消费者了解培养肉的科学和优势,可以提高接受度.
- 积极和透明的沟通是将这种新型食品技术纳入主流市场的关键.
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