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感知更少但浪费更多:感知资源稀缺和消费者食物浪费之间的关系
Bonnie Simpson1, Rhiannon MacDonnell Mesler2, Katherine White3
1Western University, Canada.
Appetite
|August 23, 2024
概括
感知到资源稀缺导致消费者过度购买食物,导致大量的食物浪费. 这种心理效应,即使没有实际的产品稀缺,也会增加家庭食品浪费,因为资源获取不准确.
科学领域:
- 消费者心理学 消费者心理学
- 行为经济学是一种行为经济学.
- 食品浪费研究 食品浪费研究
背景情况:
- 消费者食品浪费是一个重大问题,具有重大环境和经济影响.
- 消费者食品浪费背后的心理驱动因素,特别是与资源感知相关的因素,仍未得到充分探索.
- 以前的研究还没有完全解决稀缺感如何影响食物获取和随后的浪费.
研究的目的:
- 调查人感知资源稀缺和消费者食物浪费之间的心理联系.
- 检查感知到的稀缺性是否激活了资源获取目标,导致过度获取食物.
- 确定资源获取准确度是否介导感知稀缺性和食物浪费之间的关系.
主要方法:
- 进行了四项研究,包括准实验性的实地和实验室实验 (研究1a,1b).
- 相关性研究 (研究2a,2b) 测量了家庭食品浪费和心理因素.
- 研究设计的重点是操纵或测量感知到的资源稀缺性,并评估食物获取行为和浪费.
主要成果:
- 发现感知到的资源稀缺性会激活消费者中的资源获取目标.
- 在感知稀缺的条件下 (没有实际产品稀缺),消费者过度购买食物,导致浪费增加.
- 资源获取准确性被确定为一个关键的调解因素,解释了感知到的稀缺性如何转化为食物浪费.
结论:
- 心理上的稀缺感知,而不仅仅是实际的稀缺,显著影响消费者的购买和浪费行为.
- 旨在减少食物浪费的干预措施应考虑解决消费者对感知到资源可用性的心理反应.
- 了解资源获取目标的作用对于制定有效的减轻消费者食品浪费战略至关重要.
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