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媒体素养及其在促进可持续食品消费实践中的作用
Jeyran Chamcham1, Mohammad Reza Pakravan-Charvadeh2, Rahim Maleknia3
1Department of Agricultural Extension and Education, Faculty of Agriculture, Razi University, Kermanshah, Iran.
Scientific reports
|August 13, 2024
概括
媒体素养显著提高了对可持续消费的意识和意图. 通过媒体增强批判性理解可以推动环保的消费者行为和做法.
科学领域:
- 环境科学 环境科学
- 媒体研究 媒体研究
- 消费者行为 消费者行为
背景情况:
- 家庭食品消费显著影响全球环境问题,如资源枯竭,食物浪费和气候变化.
- 促进可持续消费对于减轻这些环境挑战至关重要.
- 媒体素养在影响消费者可持续性意识和行为方面的作用未得到充分探索.
研究的目的:
- 调查媒体素养与伊朗消费者可持续消费意识,意图和行为之间的关系.
- 确定媒体素养的不同方面在多大程度上预测了可持续消费结果.
- 为利用媒体素养提供基于证据的建议,以促进可持续消费.
主要方法:
- 一项定量研究涉及432名伊朗消费者,他们填写了一份在线结构化问卷.
- 部分最小平方结构方程建模 (PLS-SEM) 用于数据分析.
- 关键变量包括媒体素养方面 (使用,可访问性,内容生成,批判性理解),可持续消费意识,意图和行为.
主要成果:
- 媒体素养方面的因素共同解释了可持续消费意识的93%的差异.
- 这些因素也占可持续消费意向差异的51%.
- 可持续消费意识和意图一起解释了可持续消费行为的87%的差异.
结论:
- 媒体素养是可持续消费意识,意图和行为的强有力的预测指标.
- 专注于提高媒体素养的有针对性的干预措施可以有效地促进可持续的消费实践.
- 建立可持续内容的专用网络和利用专家主导的交互平台可以促进批判性理解和行为改变.
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