植物性 肉类消费价值:素食和非素食者
Chui Seong Lim1, Siew Chin Wong1, Chu May Yeo1
1Faculty of Accountancy, Finance And Business, Tunku Abdul Rahman University of Management and Technology, Malaysia.
Appetite
|April 27, 2025
概括
了解植物性肉类购买意图,可以发现不同的消费者价值观. 营销人员可以量身定制策略,强调非素食者避免内,为素食者提供功能性好处,以促进采用.
科学领域:
- 消费者行为 消费者行为
- 食品科学 食品科学 食品科学
- 营销策略 营销策略
背景情况:
- 消费价值理论 (TCV) 提供了对消费者选择的洞察力,但对植物性肉类的应用有限.
- 了解消费者的动机对于增加植物性肉类的采用至关重要.
研究的目的:
- 应用消费价值理论 (TCV) 来了解植物性肉类购买意向.
- 在素食者和非素食者之间比较和对比影响植物性肉类购买的消费值.
主要方法:
- 混合方法方法利用焦点小组 (n=16) 和对402名参与者 (200名非素食者,202名素食者) 的调查.
- 结构方程建模 (SEM) 和多组分析 (MGA) 用于分析数据和探索群体差异.
- 使用重要性-绩效矩阵分析 (IPMA) 来评估隐性变量得分.
主要成果:
- 功能,社会,情感和条件价值对两个群体的植物性肉类购买意向都有重大影响.
- 条件价值和购买意图之间的关系在非素食者中更为强烈.
- 功能价值和购买意图之间的关系在素食者中更为强烈.
结论:
- 通过检查素食和非素食的观点,扩大了关于植物性肉和TCV的文献.
- 为了解一个关键市场 (马来西亚) 的植物性肉类消费价值提供了一个概念框架.
- 强调基于不同消费值的定制营销策略的潜力,以推动采用和环境效益.
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