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影响购买植物性饮料决定的驱动因素:来自土耳其的样本

Murat Baş¹, Meryem Kahriman¹, Gamze Ayakdas¹

¹Department of Nutrition and Dietetics, Faculty of Health Sciences, Acibadem Mehmet Ali Aydinlar University, Istanbul 34752, Türkiye.

Foods (Basel, Switzerland)

|June 19, 2024

概括

环境意识积极影响人们对植物性饮料的态度. 性别,收入和牛奶不耐症等社会人口统计学因素对这些可持续替代品的购买行为产生重大影响.

科学领域:

消费者行为消费者行为
食品科学食品科学食品科学
可持续的消费可持续的消费

背景情况:

植物性饮料市场正在迅速扩大.
了解消费者采用植物性饮料的驱动因素对于行业增长至关重要.
社会人口统计学因素和特定问题影响消费者在这个不断变化的市场中的选择.

研究的目的:

调查社会人口特征,知识,主观规范,感知价格,环境保护,动物福利,可用性和对植物性饮料的态度和购买行为的信任的影响.
确定影响植物替代品消费者态度和购买决策的关键因素.
为营销人员提供洞察力,为植物性饮料产品制定战略.

主要方法:

对935名参与者进行了在线调查,使用了两部分问卷.
数据分析涉及评估各种因素对态度和购买行为的影响.
使用统计方法来确定变量之间的显著关系.

主要成果:

发现环境保护意识显著提高了对植物性饮料的积极态度 (β=0.095;p=0.007).
实际的购买行为受到性别,收入水平,乳糖不耐症和乳制品牛奶的膨胀经历 (p < 0.05; p < 0.001) 的显著影响.
低收入人群在购买植物性饮料方面表现出较高的购买率.

结论:

提高环境意识是消费者对植物性饮料积极态度的关键驱动力.
特定的社会人口统计因素和健康考虑 (乳糖不耐受,乳制品引起的膨胀) 在实际的购买决策中发挥着关键作用.
植物性饮料营销商应该根据消费者人口统计和日益增长的环境意识量身定制战略.

关键词:

实际的购买行为.我们的态度态度态度态度态度饮料制造业的饮料环境保护环境保护环境保护基于植物的植物性食品.

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