消费者对可持续葡萄酒的参与:跨理论模型的应用
1Department of Biological Sciences, Brock University, St. Catharines, Canada; Psychology Department, Brock University, St. Catharines, Canada; Cool Climate Oenology and Viticulture Institute, Brock University, St. Catharines, Canada; Sustainable Research Centre, University of the Sunshine Coast, Queensland, Australia; Gulbali Institute, Charles Sturt University, Wagga Wagga, NSW, Australia.
Food research international (Ottawa, Ont.)
|November 21, 2023
概括
大多数葡萄酒消费者正在考虑可持续的葡萄酒选择,这表明需要教育和认证. 葡萄酒参与和可持续性线索强烈影响消费者对可持续葡萄酒的行为.
科学领域:
- 消费者行为 消费者行为
- 可持续的消费可持续的消费
- 葡萄酒行业研究 葡萄酒行业研究
背景情况:
- 可持续葡萄酒是一个不断增长的市场,对消费者参与的研究有限.
- 之前的研究主要集中在有机葡萄酒上,忽视了更广泛的可持续性方面.
- 了解消费者参与的驱动因素对于促进可持续实践至关重要.
研究的目的:
- 将行为变化的超理论模型 (TTM) 应用于可持续的葡萄酒消费.
- 通过八种可持续的葡萄酒行为来确定消费者参与水平.
- 确定购买动机,葡萄酒参与和人口统计学对这些行为的影响.
主要方法:
- 对727名加拿大葡萄酒消费者进行了在线调查.
- 超理论模型 (TTM) 用于评估消费者对可持续葡萄酒行为的行动阶段.
- 多项式逻辑回归分析了行动和不行动的驱动因素 (预想).
主要成果:
- 大多数消费者正在考虑或准备可持续发展的葡萄酒行为.
- 性别,收入,教育和价格敏感性等人口统计数据与行动阶段的关联性有限.
- 葡萄酒的参与和可持续性线索的重要性是消费者行动和不行动的最强有力的预测因素.
结论:
- 超理论模型 (TTM) 有效地评估了消费者对可持续产品的行为.
- 结果表明需要有针对性的教育举措和明确的可持续葡萄酒认证.
- 通过参与和强调可持续性线索来影响消费者选择,可以促进整个行业的可持续性.
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