消费者对植物奶的偏好和态度
Wenfan Su1, Yu Yvette Zhang2, Songhan Li1
1School of Agricultural Economics and Rural Development, Renmin University of China, Beijing 100872, China.
Foods (Basel, Switzerland)
|January 11, 2024
概括
植物性牛奶 (PBM) 吸引了消费者,因为它的味道,营养和生态效益. 环境意识和健康意识显著增加了对PBM的支付意愿 (WTP).
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
- 环境可持续性 环境可持续性
背景情况:
- 基于植物的牛奶 (PBM) 正在受到环境,健康和口味因素的推动而获得越来越多的受欢迎.
- 了解消费者偏好对于PBM市场增长和可持续食品系统至关重要.
研究的目的:
- 确定影响消费者偏好和对PBM态度的关键因素.
- 检查环境意识,健康意识和食物恐惧症如何影响PBM的支付意愿 (WTP).
主要方法:
- 使用双边二分法选择 (DBDC) 方法.
- 计算出消费者对植物性牛奶的支付意愿 (WTP).
主要成果:
- PBM的外观,味道,营养价值和环境效益都对WTP产生了积极的影响.
- 高度的环境意识和健康意识与PBM的WTP增加有关.
- 购买方便是健康意识的消费者优先考虑的,促进了PBM WTP.
结论:
- 消费者对PBM的WTP是由感官属性,感知到的健康益处和环境优势所驱动的.
- 有针对性的营销策略可以利用环境和健康意识来促进PBM.
- 这些发现支持通过增加PBM采用来发展可持续和健康的食品系统.
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