用视频构建可持续食品生产技术 - - 来自德国消费者实验的数据
Ursula Ploll1, Nina Weingarten1, Monika Hartmann1
1University of Bonn, Chair of Agricultural and Food Market Research, Nussallee 21, 53115 Bonn, Germany.
Data in brief
|July 31, 2024
概括
框架显著影响消费者接受在番茄生产中有益的土壤微生物. 了解这些影响是沟通食品行业创新的关键.
科学领域:
- 农业科学 农业科学
- 消费者心理学 消费者心理学
- 食品技术 食品技术 食品技术
背景情况:
- 消费者接受新的农业技术,如有益的土壤微生物,对于可持续的粮食生产至关重要.
- 信息框架可以显著影响消费者的认知和购买决策.
- 了解消费者如何看待土壤微生物对于采用创新的农业实践至关重要.
研究的目的:
- 调查收益框架和损失框架对消费者接受西红生产中有益的土壤微生物的影响.
- 分析基于视频的沟通如何影响消费者对土壤微生物的态度和购买意图.
- 探索有机消费行为和社会人口统计学对信息框架效应的调解作用.
主要方法:
- 进行了一项与754名德国消费者进行的在线实验,随机将参与者分配到收益框架,损失框架或对照组.
- 参与者观看了关于有益的土壤微生物的视频片段,使用不同的框架策略.
- 使用购买意图,明确和隐含的态度 (ST-IAT),以及对食品生产方法的评估来衡量消费者接受度.
主要成果:
- 该研究提供了一个数据集来分析框架对消费者接受有益的土壤微生物的影响.
- 它可以检查视频通信对态度,购买意图和食品生产方法评估的影响.
- 可以探索有机消费行为和社会人口因素的潜在调解作用.
结论:
- 该数据集可以研究框架如何影响消费者接受农业创新.
- 研究结果可以为新型食品技术的沟通策略提供信息,从而有可能提高采用率.
- 这项研究对于了解消费者对食品行业未来创新的反应是很重要的.
相关概念视频
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