消费者对乳制品和植物奶,酸奶和奶酪替代品的分类
Bruno Etter1, Fabienne Michel1, Michael Siegrist1
1ETH Zurich, Department of Health Science and Technology (D-HEST), Consumer Behavior, Switzerland.
Appetite
|September 5, 2024
概括
消费者在心理上将基于植物的替代乳制品与传统的乳制品分开,阻碍了替代. 强调共享功能可以改善这些可持续选择的市场前景.
科学领域:
- 食品科学 食品科学 食品科学
- 消费者心理学 消费者心理学
- 可持续的消费可持续的消费
背景情况:
- 基于植物的替代乳制品提供可持续性,动物福利和健康益处.
- 市场上的成功取决于消费者认为这些产品是可行的乳制品替代品.
- 消费者对新产品的分类对预期和接受有重大影响.
研究的目的:
- 调查消费者对植物性乳制品替代品的心理分类.
- 了解这些分类如何影响它们作为乳制品替代品的潜力.
- 确定影响消费者认知和接受的因素.
主要方法:
- 一个免费的分类任务,涉及100名参与者在德语瑞士.
- 植物性和传统乳制品的分类,以衡量相似感知.
- 分析参与者的特点和对植物性产品的态度.
- 应用多维缩放和集群分析.
主要成果:
- 消费者在他们的心理表现中清楚地区分了植物和动物乳制品.
- 这种分离甚至在消费者中仍然存在,他们对植物性选择有积极的态度.
- 分类学区分 (植物与动物起源) 强烈影响了分类,取代了其他因素.
结论:
- 植物或动物起源的区别是植物乳制品替代的重要障碍.
- 突出与传统乳制品共享的功能性质和目标可能会提高消费者接受度.
- 战略产品定位可以促进一个共同的目标衍生类别,提高市场前景.
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