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Updated: May 30, 2025

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识别特定细分市场的障碍,以在餐馆中订购环境可持续的植物性肉菜
David Fechner1, Bettina Grün2, Sara Dolnicar3
1Social Marketing Griffith, Business School, Griffith University, Brisbane, Australia.
概括
在餐馆减少肉类消费有助于缓解气候变化. 这项研究探讨了为什么食客拒绝植物性肉类,为传统菜找到偏好,口味问题和成本是关键障碍.
科学领域:
- 环境科学 环境科学
- 消费者行为 消费者行为
- 可持续旅游 可持续旅游
背景情况:
- 气候变化需要旅游业的可持续实践.
- 植物性肉类为传统肉类消费提供了可行的替代品.
- 低消费者采用率阻碍了植物性选择在餐厅的整合.
研究的目的:
- 在餐厅顾客中识别植物性肉类采用的障碍.
- 根据他们拒绝植物性肉菜的原因对食客进行细分.
- 为旅游业提供可行的建议,以增加植物性肉类的吸收.
主要方法:
- 利用了能力-机会-动机行为模型.
- 对一般餐厅顾客进行实证研究.
- 分析了消费者异质性,以确定不同的细分市场.
主要成果:
- 拒绝的主要原因包括偏爱传统的肉类/蔬菜菜,对口味的担忧,以及高成本的感知.
- 确定了六个不同的消费者群体,他们有独特的理由避免食用植物性肉类菜.
- 消费者偏好和看法在不同餐厅细分市场之间有很大差异.
结论:
- 了解餐厅异质性对于植物性选择的有效营销至关重要.
- 需要有针对性的战略来解决特定的消费者担忧和偏好.
- 为旅游业专业人士提供了建议,以鼓励植物性肉类消费和促进可持续旅游.
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