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消费者接受高循环工艺酒:新西兰的案例研究
Francesca Goodman-Smith1, Siddharth Bhatt2, Simona Grasso3
1Fight Food Waste Cooperative Research Centre, The University of Adelaide, Urrbrae, SA, Australia.
Frontiers in nutrition
|November 29, 2023
概括
消费者最重视高循环食品对环境的好处. 营销应该专注于信息提供,因为在线消费者比在线消费者更容易接受店内购物,但也更担心口味和价格.
科学领域:
- 食品科学 食品科学 食品科学
- 消费者行为 消费者行为
- 可持续的消费可持续的消费
背景情况:
- 从剩余食品和副产品中提升循环的食品越来越多地被品牌推出.
- 消费者反应和有效的推广策略对于上循环食品仍然未被充分探索.
- 了解消费者看法对于上循环食品市场的增长至关重要.
研究的目的:
- 调查消费者对上循环酒的情绪.
- 为了比较在线与店内零售环境中的消费者反应.
- 确定高循环食品的有效营销和推广策略.
主要方法:
- 在新西兰进行了两项研究:在线调查 (n=300) 和店内调查 (n=65).
- 评估了消费者情绪,意识,接受和对回收酒的感知好处/缺点.
- 分析了数据,以确定在线和店内消费者认知之间的差异.
主要成果:
- 环境效益一直被认为是上循环食品最重要的优势.
- 包装和在线平台上的信息提供成为了关键的促销策略.
- 与在线参与者相比,店内消费者表现出更高的认识和接受度,但也对口味和价格表达了更大的担忧.
结论:
- 上循环食品的营销应强调对环境的好处,并利用明确的信息道.
- 解决消费者对口味和价格的担忧对于更广泛的市场接受至关重要.
- 根据零售环境 (在线与店内) 定制促销策略可以提高效率.
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