超越传统:意大利消费者的看法,购买习惯和愿意为古老的谷物意大利面付费的意愿
Concetta Nazzaro1, Anna Uliano1, Marcello Stanco1
1Department of Law, Economics, Management and Quantitative Methods, University of Sannio, 82100 Benevento, Italy.
Nutrients
|July 30, 2025
概括
意大利消费者重视古老的谷物意大利面,特别是其来源和感知到的健康益处. 有知识的购物者优先考虑面粉类型,对价格不太敏感,这表明可持续食品营销的机会.
科学领域:
- 消费者行为研究是消费者行为研究.
- 食品科学与技术 食品科学与技术
- 可持续农业 可持续农业
背景情况:
- 古代的谷物提供营养和环境的好处,与传统的农业联系起来.
- 消费者对古谷物的兴趣正在增长,因为他们认为古谷物对健康和可持续性有好处.
研究的目的:
- 评估意大利消费者的意识,购买习惯,以及意愿支付古代谷物意大利面的意愿.
- 为了确定原产地,价格和面粉类型对古代谷物面粉消费者偏好的影响.
主要方法:
- 在3020名意大利杂货店购物者中进行的在线调查.
- 意识和购买行为的描述性统计数据.
- 联合分析 (CA) 评估特征在意大利面选择中的重要性.
主要成果:
- 大多数消费者都熟悉古老的谷物,认为它们不那么精致,更容易消化.
- 产品原产地是影响意大利面选择的最重要因素,其次是价格.
- 了解古代谷物的消费者更喜欢古代面粉类型,价格敏感度更低.
结论:
- 原产地和价格是意大利消费者选择意大利面的关键因素.
- 对于古谷物有更高的认识的消费者对面粉类型的欣赏程度更高,并且愿意支付更高的费用.
- 战略营销应强调传统的,可持续的农业食品产品的来源,并透明地传达其价值.
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