包装沟通作为减少对昆虫食品厌恶的工具:信息和视觉元素的影响
Natalia Naranjo-Guevara1, Bastian Stroh1, Sonja Floto-Stammen1
1Research Group Business Innovation, Fontys University of Applied Sciences, Tegelseweg 225, 5912 BG Venlo, The Netherlands.
Foods (Basel, Switzerland)
|October 14, 2023
概括
包装设计可以显著减少对基于昆虫的食物的厌恶. 熟悉的成分图像和透明的窗户是最有效的,而板球图像增加厌恶. 这有助于昆虫食品行业提高消费者接受度.
科学领域:
- 食品科学 食品科学 食品科学
- 消费者心理学 消费者心理学
- 包装设计 包装设计
背景情况:
- 消费者的厌恶给勃发展的以昆虫为基础的食品工业带来了重大障碍.
- 有效的包装设计是提高消费者对新食品的接受度的成本效益高的策略.
研究的目的:
- 调查包装的沟通元素如何影响德国对昆虫食品的厌恶感.
- 识别特定的视觉和信息线索,可以减轻消费者的厌恶.
主要方法:
- 一项涉及422名德国参与者的调查进行了.
- 参与者接触到各种不同的包装设计,具有不同的视觉和信息属性.
- 厌恶程度和感知到的食品安全被测量,以应对不同的包装刺激.
主要成果:
- 熟悉的成分和透明包装窗口的图像有效地减少了厌恶.
- 有机和特定的"Ento"海显著改善了人们对食品安全的看法.
- 与蛋白质和可持续性相关的说法对减少厌恶的影响最小.
- 对的描绘显著增加了厌恶反应.
结论:
- 战略性包装设计,特别是具有熟悉的成分和可见性,可以减少消费者对昆虫食品的厌恶.
- 认证印章增强了对食品安全的信任,而特定的昆虫图像可能会产生反作用.
- 调查结果为管理人员提供了可操作的见解,旨在克服昆虫市场中消费者抵抗.
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