基于颜色和价格折扣的牛肉消费者支付意愿 (WTP)
Annika J Thies1, Brianne A Altmann2, Amanda M Countryman3
1Johann Heinrich von Thuenen Institute, Institute of Market Analysis, Braunschweig, Germany; Department of Animal Sciences, Colorado State University, Fort Collins, CO, USA.
Meat science
|July 18, 2024
概括
消费者更喜欢鲜的牛肉,随着变色的增加,消费者愿意支付的费用会下降. 男人可能是减少牛肉浪费的关键人口,因为他们接受少吃红肉.
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
- 农业经济学 农业经济学
背景情况:
- 消费者拒绝变色牛肉有助于大量的零售食品浪费.
- 牛肉生产中资源分配效率低下与丢弃视觉上不吸引人的产品有关.
- 了解消费者颜色偏好对于减轻食物浪费至关重要.
研究的目的:
- 调查美国消费者对牛肉颜色的偏好以及价格折扣的影响.
- 量化消费者愿意支付牛肉在不同阶段的变色.
- 识别可能接受购买变色牛肉产品的消费者群体.
主要方法:
- 消费者颜色感知敏度是通过修改的伊希哈拉测试来评估的.
- 通过对牛肉牛排的数字图像进行了一个离散选择实验.
- 使用混合逻辑模型分析消费者选择数据.
主要成果:
- 牛肉购物者对颜色的偏好几乎与零售展示日线性减少.
- 对变色牛肉 (显示后4,7和9天) 的支付意愿是负的,随着变色的增加而下降.
- 男性消费者显示颜色偏好较弱,这表明减少浪费的潜力.
结论:
- 消费者需要经济补偿来购买明显变色的牛肉.
- 通过促销活动针对男性消费者,可以帮助减少牛肉零售浪费.
- 解决消费者对颜色的看法是最大限度地减少牛肉供应链中的食物损失的关键.
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