豆类消费和可持续性 - 少数人变绿色
1Agricultural and Food Marketing, University of Kassel, Steinstrasse 19, 37213, Witzenhausen, Germany.
Appetite
|December 24, 2024
概括
德国的豆类消费量很低,尽管它们具有可持续性潜力. 这项研究发现,虽然消费者更喜欢当地和有机选择,但豆类的营销需要有效地针对特定的消费者群体,并提高整体意识.
科学领域:
- 农业科学 农业科学
- 消费者行为 消费者行为
- 环境可持续性 环境可持续性
背景情况:
- 目前的欧盟食品系统和饮食模式是不可持续的,并导致气候变化.
- 豆类提供了一个可持续的替代品,特别是当当地或有机生产时.
- 德国的豆类消费量特别低,这对可持续饮食构成了障碍.
研究的目的:
- 调查德国消费者对当地和有机生产的豆类的偏好.
- 了解加工水平如何影响这些偏好.
- 制定有针对性的营销策略,以增加豆类消费.
主要方法:
- 对1300名德国参与者进行了一项带有信息显示矩阵的在线调查.
- 搜索深度和订单分析确定了对本地和有机的偏好.
- 多项逻辑回归和隐性类集群分析 (LCA) 分段消费者.
主要成果:
- 消费者更喜欢当地和有机豆,无论加工方式如何.
- 确定了五个不同的消费者细分市场,其中两个价格敏感细分市场占主导地位 (55%).
- 面向可持续发展的细分市场 (23%) 和爱好者显示了豆类采用潜力.
结论:
- 销售本地和有机豆类是可行的,但主要是面向可持续发展的消费者.
- 目前,豆类在德国市场仍然是一个利基产品.
- 提高消费者对环境,健康和肉类消费影响的认识对于更广泛的采用至关重要.
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