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食品行业的生态创新:探索新兴市场的消费者动机
Katherine Mansilla-Obando1,2, Gonzalo Llanos1,2, Esteban Gómez-Sotta1,2,3
1Faculty of Economics and Business, Universidad Finis Terrae, Santiago 7501015, Chile.
Foods (Basel, Switzerland)
|January 11, 2024
概括
消费者对生态创新食品的选择是由态度,社会规范和感知控制所塑造的. 关于食品制造,包装和社交媒体的信念也发挥着关键作用.
科学领域:
- 消费者行为 消费者行为
- 生态创新 生态创新
- 食品工业 食品行业 食品工业 食品行业
背景情况:
- 由于环境问题,生态创新产品的采用越来越多.
- 需要了解消费者选择可持续选择的动机.
- 关注食品工业作为生态创新的关键部门.
研究的目的:
- 调查消费者采用生态创新食品的动机.
- 用智利的"非公司"作为案例研究.
- 应用计划行为理论框架.
主要方法:
- 对20名智利消费者进行了定性访谈.
- 采用专题分析来解释采访数据.
- 在计划行为理论的指导下.
主要成果:
- 消费者选择受到态度,主观规范和感知行为控制的影响.
- 关键的子主题包括对食品制造/包装的信念,社交媒体/广告的影响以及之前的产品经验.
- 确定了塑造消费者决策的特定信念.
结论:
- 消费者的态度,规范和控制对于生态创新产品的采用至关重要.
- 关于生产,营销和过去经验的信念是关键的影响因素.
- 消费者在生态创新领域,尤其是食品领域,起着至关重要的作用.
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