信息呈现对消费者对含有板球巧克力片饼干的看法的影响
Yupeng Gao1, Pitchayapat Chonpracha1, Bin Li2
1School of Nutrition and Food Sciences, Louisiana State University, Agricultural Center, Baton Rouge, LA 70803, USA.
Foods (Basel, Switzerland)
|February 10, 2024
概括
将食用昆虫作为食物,就像饼干中的粉一样,可以提高接受度. 关于营养和可持续性的信息,特别是看到实际产品,显著提高了消费者消费意愿和购买意愿.
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
- 可持续农业 可持续农业
背景情况:
- 可食用昆虫的生产提供可持续的蛋白质,但由于新恐惧症,在西方市场面临消费者不情愿.
- 消费者对食昆虫 (昆虫消费) 的接受受感官属性以外的因素的影响,包括信息提供.
- 了解不同类型的信息如何影响消费者的感知对于促进基于昆虫的食品至关重要.
研究的目的:
- 评估不同类型的信息 (文本,图像,有形产品) 对消费者消费意愿 (WTC),接受和购买意愿 (PI) 对粉巧克力片饼干 (CCC) 的影响.
- 评估特定信息细节 (成分含量,昆虫类型,营养,可持续性,包装,名人认可,视觉外观) 对消费者态度的影响.
- 确定哪些信息线索在克服新恐惧症和促进虫方面最有效.
主要方法:
- 测试了三种信息传递方法:文本,图像和含有5%粉的有形巧克力片饼干.
- 在接触不同信息条件后,测量了消费者的WTC,接受度和PI.
- 统计分析 (ANOVA,t-test) 用于比较各种疾病的得分,并确定显著的预测因素.
主要成果:
- 所有得分 (WTC,接受,PI) 在了解昆虫成分后显著下降,的识别得分最低.
- 与只有文字或图像信息相比,用板球面粉呈现实际饼干导致了最高的WTC,接受度和PI.
- 关于营养和可持续性益处的信息显著提高了分数,特别是在男性中,而名人认可没有显著的影响.
结论:
- 含有昆虫的食品的有形展示比文字或图像更有效地提高了消费者的接受度和购买意图.
- 强调营养和可持续性优势可以减轻负面看法,尽管在反应能力方面存在性别差异.
- 有效的信息策略,特别是视觉和有形产品曝光,是克服西方市场对昆虫的障碍的关键.
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