首选信息格式是否影响消费者支付意愿:生物技术生产的汁的案例研究
Yang Hu1, Lisa A House2, Zhifeng Gao2
1College of Economics and Management Department, Nanjing Agricultural University, Nanjing 210095, China.
Foods (Basel, Switzerland)
|June 10, 2023
概括
消费者更喜欢关于食品生物技术的书面信息. 虽然视频增加了信任,但首选格式并没有显著改变人们支付转基因食品的意愿.
科学领域:
- 农业传播 农业传播
- 消费者行为 消费者行为
- 生物技术伦理 生物技术伦理
背景情况:
- 有效的沟通对于食品生物技术等复杂主题至关重要.
- 消费者对生物工程食品的接受度和支付意愿 (WTP) 通常很低.
- 了解首选的信息格式可以提高消费者参与度.
研究的目的:
- 调查首选信息格式 (文本,图形,视频) 对消费者对食品生物技术的看法的影响.
- 确定与消费者偏好相匹配的信息格式是否会影响转基因食品的WTP.
主要方法:
- 基于调查的研究评估消费者对信息格式的偏好.
- 分析不同格式 (书面,信息图,视频) 如何影响转基因汁的信任和WTP.
主要成果:
- 消费者主要喜欢书面信息格式.
- 视频格式的信息显著提高了消费者对食品生物技术的信任.
- 以首选格式提供信息并没有导致消费者对转基因汁的WTP发生重大变化.
结论:
- 虽然书面形式是一般信息的首选,但视频可以建立对食品生物技术的信任.
- 仅仅将信息格式与消费者偏好相匹配是不足以显著提高转基因食品的WTP.
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