低碳可持续饮食选择 - - 对植物性蛋购买行为背后的驱动因素的分析
Ping Li1, I-Kai Lin2, Han-Shen Chen2,3
1School of Economics, Jiaxing University, Jiaxing 314001, China.
Nutrients
|August 29, 2024
概括
植物性蛋对环境和健康都有好处. 了解消费者价值观和感知控制是增加采用和促进可持续性的关键.
科学领域:
- 环境科学 环境科学
- 消费者行为 消费者行为
- 心理学 心理学 心理学
背景情况:
- 升级的气候变化和污染需要可持续的食物替代品.
- 植物性蛋为环境保护和健康促进提供了一个可行的解决方案.
- 了解消费者驱动因素对于促进采用可持续食品选择至关重要.
研究的目的:
- 探索影响台湾消费者对植物性蛋倾向的因素.
- 整合价值-信念-规范 (VBN) 理论和计划行为理论 (TPB) 来分析消费者意图.
- 为企业提供见解,以加强植物性蛋产品的营销策略.
主要方法:
- 使用一个综合框架,结合了VBN理论和TPB.
- 通过便利抽样,对387个台湾消费者的有效答案进行了调查.
- 使用统计分析来检查价值观,规范,态度,控制和行为意图之间的关系.
主要成果:
- 生物圈和利他主义价值观积极影响对结果和个人规范的意识.
- 感知行为控制显著驱动购买植物性蛋的意图.
- 态度和主观规范起着至关重要的作用,主观规范对个人规范产生积极影响.
结论:
- 综合VBN-TPB模型证明了理解植物性蛋消费的理论和实际有效性.
- 消费者价值观,个人规范,态度和感知控制是购买意图的关键决定因素.
- 有针对性的营销策略可以提高消费者参与度,并促进植物性蛋的采用,以实现可持续性.
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