合法还是不合法,这真的有什么关系吗? 通过消费者的感知来阅读PDO标签的合法性
Maria Bouhaddane1, Rafia Halawany-Darson2, Corinne Rochette3
1CIRAD, UMR Innovation, Univ. Montpellier, CIRAD, INRAE, Institut Agro, F-34398 Montpellier, France.
Foods (Basel, Switzerland)
|June 28, 2023
概括
该研究发现,受保护原产地名称 (PDO) 标签的合法性影响消费者对奶酪质量和购买意图的看法. 务实,监管和道德合法性对感知质量产生积极影响,务实合法性直接影响购买意图.
科学领域:
- 消费者行为 消费者行为
- 食品质量标签 食品质量标签
- 营销 营销 营销 营销 营销
背景情况:
- 食品质量标签的大量使用引发了对其相关性和消费者信任的质疑.
- 消费者行为研究强调了购买决策中感知合法性的重要性.
- 保护原产地名称 (PDO) 标签对于具有区域质量协会的产品至关重要,比如法国奶酪.
研究的目的:
- 检查保护原产地名称 (PDO) 标签的合法性如何影响消费者对产品质量的看法.
- 评估标签合法性对消费者购买标有PDO标签产品的购买意向的影响.
- 调查四个合法性维度 (实用性,监管性,道德性,认知性) 和消费者对PDO标签奶酪的看法之间的关系.
主要方法:
- 开发了一个概念模型来测试合法性维度对感知质量和购买意图的影响.
- 调查了600名代表法国人口的消费者.
- 使用部分最小平方结构方程建模 (PLS-SEM) 进行数据分析.
主要成果:
- 标签的务实性,监管性和道德合法性对标签的质量有积极的影响.
- 务实的合法性直接和实质性地影响购买意图.
- 监管和道德合法性通过感知质量间接影响购买意图.
- 在这项研究中,认知合法性没有显著影响感知质量或购买意图.
结论:
- 标签的合法性是塑造消费者对奶酪质量和购买意向的看法的一个重要因素.
- 不同的合法性维度对感知质量和购买意图产生不同的影响,务实的合法性发挥着关键的直接作用.
- 这些发现有助于理解标签合法性,感知质量和消费者购买原产地食品的购买行为之间的复杂相互作用.
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