有机食品消费的健康驱动机制:一个结构方程建模方法
Changxu Wang1, Jinyong Guo1, Wenbin Huang1
1College of Economics and Management, Jiangxi Agricultural University, Nanchang, 330000, China.
Heliyon
|March 7, 2024
概括
在COVID后,中国消费者表现出更高的健康意识,推动了有机食品的购买. 健康问题显著增加了购买有机牛肉的意愿,受感知好处和道德规范的影响.
科学领域:
- 消费者心理学 消费者心理学
- 公共卫生 公共卫生
- 食品科学 食品科学 食品科学
背景情况:
- COVID-19 疫情强调了生态和公共健康之间的联系.
- 疫情后中国消费者健康意识的提高已经改变了购买行为,特别是购买营养和有机食品.
- 了解有机食品消费背后的心理驱动因素在不断变化的市场中至关重要.
研究的目的:
- 调查消费者心理和健康信仰对购买有机食品的意愿的影响,以有机牛肉作为案例研究.
- 通过整合健康信念模型 (HBM),计划行为理论 (TPB) 和规范激活模型 (NAM) 来确定影响有机食品购买决策的关键变量.
- 探索在健康问题和有机牛肉购买意图之间的关系中,感知好处,道德规范,自我效率和可控性的调解作用.
主要方法:
- 利用结构方程建模 (SEM) 来分析来自539名中国消费者的数据.
- 员工调解效应测试,以检查健康问题和购买意愿之间的间接途径.
- 从HBM (感知易感性/严重性),TPB和NAM的综合构造构建了一个全面的健康驱动因素模型,用于购买有机食品.
主要成果:
- 健康问题被确定为有机牛肉购买意愿的重要积极驱动因素.
- 健康问题通过感知好处,道德规范和可控性间接影响购买意图.
- 自我效率对健康问题和购买有机牛肉意向之间的关系的调解效应在统计学上并不显著.
结论:
- 健康问题是促使消费者在后疫情时代购买有机牛肉的关键因素.
- 营销策略和政府政策应该利用感知到的好处,道德规范和可控性来提高有机食品的需求.
- 进一步的研究可以探索对有机产品的消费者决策中的自我效率的细微差别.
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