在德国一项小组研究中,灵活主义者和以肉为导向的消费者概况的阴影和变化
Anna-Maria Strässner1, Werner Wirth2
1Zurich University of Applied Sciences, School of Management and Law, Institute of Marketing Management, Switzerland.
Appetite
|March 13, 2024
概括
了解柔性饮食是关键,因为消费者减少肉类摄入量. 这项研究确定了不同的消费者个人资料和他们关于减少肉类的不断变化的信念,为有针对性的干预提供了洞察力.
科学领域:
- 消费者行为 消费者行为
- 饮食习惯 饮食习惯
- 食品科学 食品科学 食品科学
背景情况:
- 越来越多的消费者意识到高肉消费对健康和环境的影响.
- 对柔性饮食和减少肉类饮食的兴趣增加,尽管实际减少肉类的数量有所不同.
- 灵活的消费者是一个庞大而异质的群体,有着不同的动机.
研究的目的:
- 将多样化的柔性消费者群组分为不同的个人资料.
- 分析这些配置文件的动态和稳定性随时间推移.
- 了解与减少肉类相关的态度,规范和控制信念.
主要方法:
- 隐形形状分析应用于两波面板调查.
- 从430名德国消费者那里收集的数据.
- 检查与减少肉类相关的信念结构.
主要成果:
- 识别不同的柔性主义者和以肉为导向的消费者档案.
- 在调查波中发现了三个稳定配置文件和一个不稳定配置文件.
- 个人资料中关于减少肉类的信念结构的显著差异.
结论:
- 灵活的消费者简介是动态的,可以随着时间的推移而变化.
- 肉类减少背后的信念结构在不同个人资料中存在很大差异.
- 减少肉类的干预策略应考虑到不断变化的消费者个人资料和信仰.
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