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消费者对包装前方 (FOP) 食品标签的敏感性:规模开发和验证

Michał Folwarczny¹, Valdimar Sigurdsson², R G Vishnu Menon³

¹Discipline of Marketing, J.E. Cairnes School of Business & Economics, University of Galway, Ireland.

|November 2, 2023

概括

消费者对包装前方 (FOP) 标签的敏感性影响购买决策. 一个新的尺度衡量这种易感性,帮助有针对性的食品营销和消费者细分.

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
营销研究营销研究

背景情况:

包装前方 (FOP) 标签系统旨在指导消费者选择.
之前的研究表明,关于FOP标签有效性的结果不尽相同.
消费者对FOP标签的反应的个体差异尚未得到充分了解.

研究的目的:

定义和测量消费者对包装前方 (FOP) 标签 (CSFL) 的敏感性.
开发和验证用于评估CSFL的心理测量仪器.
探索CSFL和消费者购买行为之间的关系.

主要方法:

对1134名参与者进行了6项研究.
开发了一个七项尺度来衡量CSFL.
评估了CSFL尺度的心理测量特性和预测有效性.

主要成果:

成功开发并验证了七项CSFL规模.
CSFL尺度与愿意购买具有真正FOP标签的产品有积极的相关性.
CSFL 规模与未标记或错误标记的产品的购买决策没有相关性.

结论:

消费者对FOP标签的敏感性是影响食物选择的关键变量.
可以使用CSFL规模来对消费者进行针对性的干预进行细分.
该尺度表现出对重要消费相关结果的预测有效性.

关键词:

消费者对包装前方标签的敏感性食品认证食品认证食品认证食品标签上的食品标签.食物偏好食物偏好规模发展的发展.

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