通过故事采取行动:通过叙事和信息框架促进碳中和肉类消费
Chien Duong1, Billy Sung1, Xujia Wang1
1Consumer Research Lab, Curtin University, Perth, Australia; School of Management and Marketing, Curtin University, Perth, Australia.
Appetite
|February 12, 2025
概括
肉类上的碳标签可以在使用讲故事和获取框架的信息时更有效. 这种方法提高了消费者对碳中和肉制品的理解和购买意图.
科学领域:
- 环境科学 环境科学
- 消费者心理学 消费者心理学
- 行为经济学是一种行为经济学.
背景情况:
- 碳中和的肉类产品提出了一项减轻人为排放的战略.
- 碳标签旨在通过透明信息促进环保的消费者行为.
- 当前的碳标签往往缺乏消费者理解,这限制了它们的有效性.
研究的目的:
- 研究改善肉制品上碳标签有效性的方法.
- 探索沟通策略在弥合有关碳足迹的信息不对称性方面的作用.
- 评估叙事叙事和信息框架对消费者对碳中和肉的感知和购买决策的影响.
主要方法:
- 进行了五项在线受控实验,使用现实的肉类包装设计.
- 测试了叙事叙事和信息框架与碳标签结合的有效性.
- 在实验设计中使用高生态有效性来模拟现实世界的消费者选择.
主要成果:
- 简单的,简短的叙事故事讲述显著提高了碳标签的有效性.
- 将叙事式讲故事与获取框架的信息配对进一步放大了积极的影响.
- 改善信息理解和对环境影响的确定性是关键调解因素.
- 消费者更喜欢认知要求较低的沟通方式,这导致了有利的态度和购买意图的增加.
结论:
- 叙事式讲故事和获取框架的消息是有效的沟通工具,以提高碳标签的有效性.
- 减少环境沟通中的认知负载可以提高消费者接受度和购买行为.
- 战略沟通可以弥合产品可持续性和消费者理解之间的差距,推动对碳中和选择的需求.
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