消费者对植物替代品的价值观,态度和行为
1Smart Tourism Education Platform, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Republic of Korea.
Foods (Basel, Switzerland)
|August 29, 2024
概括
消费者价值观,如环保和健康意识,推动了人们对植物替代品 (PBA) 的积极态度. 这些态度是重复购买和餐厅参观的关键,有利于消费者和企业.
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
- 营销 营销 营销 营销 营销 营销
背景情况:
- 越来越多的消费者对植物性替代品 (PBA) 的兴趣.
- 对PBA消费背后的心理驱动因素的理解有限.
- 需要将消费者价值观与购买行为联系起来.
研究的目的:
- 调查消费者价值观和态度对植物性替代品 (PBA) 消费的影响.
- 检查价值观,态度,回购意图和行为意图 (餐厅访问) 之间的关系.
- 利用价值-态度-行为框架为PBAs建模消费者决策.
主要方法:
- 采用了两步结构方程建模 (SEM) 方法.
- 在韩国收集了392名PBA消费者的数据 (2023年11月).
- 用定义的假设测试了一个研究模型.
主要成果:
- 环境意识和健康意识显著影响了人们对PBA的态度.
- 对PBA的积极态度对于制定回购意图至关重要.
- 有利的态度也预测了增加的PBA餐厅访问行为.
结论:
- 消费者价值观,特别是环境和健康意识,是对PBA态度的重要预测因素.
- 积极的态度对于促进重复购买和推动PBA市场的行为意图至关重要.
- 研究结果为植物性食品行业的学者和从业人员提供了宝贵的见解.
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