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我还可以吃这个吗? 使用隐式和显式措施来探索消费者对日期标签的食品的行为

Christina M Neubig¹, Jutta Roosen¹

¹Technical University of Munich, TUM School of Management, Chair of Marketing and Consumer Research, Germany; Technical University of Munich, HEF World Agricultural Systems Center, Germany.

|June 14, 2024

概括

消费者对产品表现出负面的隐性态度,这些产品的最佳使用日期已经过去了 (BBD). 回忆浪费行为进一步降低了这些物品的安全性和健康性.

科学领域:

消费者心理学消费者心理学
食品科学食品科学食品科学
行为经济学是一种行为经济学.

背景情况:

消费者对食品的态度已经超过了最好使用日期 (BBD),这是复杂的,受各种因素的影响.
了解隐性和显式偏见对于解决食物浪费和促进可持续消费至关重要.
心理原始化对食物感知和消费行为的影响需要进一步调查.

研究的目的:

调查消费者在最佳使用日期 (BBD) 之前和之后对产品的隐性和明确态度.
检查消费者对超越BBD的产品的看法和行为是否可以通过原始化来操纵.
识别影响产品消费的因素,超出其BBD.

主要方法:

使用隐式关联测试 (IAT) 来测量隐式态度.
使用在线问卷来评估明确的态度和感知.
实施了主体之间的启动任务,参与者回忆起节,浪费或无关的行为.

主要成果:

消费者表现出负面的隐性关联与产品超出他们的BBD.
感知健康和安全,食用性评估策略和风险感知预测了BBD产品的消费.
回忆浪费行为显著降低了除了BBD之外的产品的感知安全性和健康性.

结论:

对于超过BBD的产品存在负面隐性偏见,影响消费者行为.
心理启动,特别是回忆浪费行为,可以对食品安全和质量的看法产生负面影响.
调查结果提供了关于食品浪费和潜在干预措施的消费者决策的见解.

关键词:

日期标签日期标签食物浪费食物浪费食物浪费隐含的关联是隐含的关联.启动启动启动产品的感知产品的感知

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