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对肉类替代品消费和政治态度的偏好揭示 - 测试左翼-右翼和环境关切框架
Thies Petersen1, Tom-Lukas Denker2, Maximilian Koppenberg3
1Institute of Farm Management, Department Management in Agribusiness, University of Hohenheim, 70599, Stuttgart, Germany; TUM School of Management, Professorship Agricultural and Food Economics, Technical University of Munich, 85354, Freising, Germany.
Appetite
|May 3, 2024
概括
肉类替代品的消费在德国各地有所不同,这与地区社会人口结构和政治倾向有关. 较高的消费与对气候意识政党的投票相关,这表明有针对性的营销机会.
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
- 环境研究 环境研究
背景情况:
- 肉类消费对环境和公共健康有重大影响.
- 肉类替代品提供了一个有希望的替代品,但面临的市场增长比预期的要慢.
- 了解消费驱动因素对于促进可持续的饮食转变至关重要.
研究的目的:
- 分析影响德国肉类替代品消费异质性的因素.
- 调查政治取向,社会人口统计和肉类替代品销售之间的关联.
- 探索政党气候保护目标与肉类替代品市场份额之间的联系.
主要方法:
- 利用了来自1025家零售商 (2017-2021) 销售肉类替代品的披露偏好数据.
- 综合了92个德国地区的社会人口统计数据和地区选举结果.
- 采用统计分析来将消费模式与投票行为和人口统计相关联.
主要成果:
- 在德国各地观察到肉类替代品消费的区域差异很大.
- 消费与投票给绿党和拥有强有力的气候保护议程的政党有关.
- 投票支持具有较低气候目标的保守政党与减少肉类替代品摄入量相关.
结论:
- 消费者对肉类替代品的选择受政治取向和区域社会人口因素的影响.
- 针对特定选民人口结构的定制营销策略可以提高肉类替代品市场份额.
- 将营销与消费者价值观,特别是环境问题保持一致,是促进肉制品替代品的关键.
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