当多重标签反弹时:可持续性的影响 FOP标签的价值和导向
Axelle Dorisse1, Karine Charry1, Béatrice Parguel2
1LRIM, Université Catholique de Louvain, Mons, Belgium.
Appetite
|May 12, 2025
概括
包装前面的相互矛盾的标签会使消费者感到困惑,并降低道德满意度,影响购买意图. 同价值标签直接影响选择,突出标签设计对可持续性营销的重要性.
科学领域:
- 消费者心理学 消费者心理学
- 营销科学 营销科学
- 行为经济学是一种行为经济学.
背景情况:
- 包装前方 (FOP) 标签促进可持续的消费者选择.
- 多重标签效应,特别是具有不同的价值和方向,研究不足.
研究的目的:
- 调查消费者对多标签食品包装的反应.
- 分析标签价值 (积极/消极) 和导向 (自我/他人) 对消费者心理和购买意图的影响.
主要方法:
- 进行了两项实验性研究.
- 测量了消费者对各种多重标签场景的反应.
- 研究了诸如混乱和道德满足等心理机制.
主要成果:
- 相反的价值标签引起了混乱,但没有影响购买意图.
- 冲突的标签降低了道德满意度,当两者都以其他为导向时,购买意图下降.
- 同价值标签直接影响了购买意图,双重其他导向的积极,混合导向的负面.
结论:
- 消费者对多标签的处理与双重过程理论 (系统1与系统2) 相一致.
- 标签的价值和导向显著适度消费者的反应和购买决策.
- 研究结果为优化可持续性标签策略提供了实用见解.
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