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信息是不是很重要? 与可持续性相关的信息对消费者购买牛肉意向的影响

Carla Machado de Araujo Lopes¹, Juliana Cunha de Andrade², Rosires Deliza³

¹Institute of Chemistry, Federal University of Rio de Janeiro, Cidade Universitária, 21941-909, Rio de Janeiro, RJ, Brazil.

|August 3, 2025

概括

解释"低碳巴西牛肉" (LCBB) 认证显著提高了消费者购买可持续牛肉的意图. 然而,价格仍然是购买决策的主要驱动因素,即使有关于环境效益的明确信息.

科学领域:

农业经济学农业经济学
消费者行为消费者行为
环境科学环境科学

背景情况:

消费者对畜牧业生产对环境的影响日益关注,这推动了对可持续食品系统的需求.
这是一个很棒的节目,这是一个很棒的节目.
巴西低碳牛肉巴西低碳牛肉
(LCBB) 认证是在巴西开发的,用于识别来自低排放畜牧业的牛肉.

研究的目的:

评估如何解释LCBB认证的含义影响消费者购买牛肉的意图.
确定影响消费者选择可持续牛肉标签的关键因素.

主要方法:

通过在线问卷与两个实验组使用评级联合分析:一个接受LCBB解释,一个没有.
参与者评估了牛肉标签的价格 (低/高),LCBB印章 (存在/不存在) 和索赔 (可持续性,动物福利,感官,没有) 的不同水平.

主要成果:

提供关于LCBB认证意义的信息显著增加了消费者的购买意向.
在两个实验条件中,价格是最有影响力的因素,其次是索赔和LCBB印章.
根据LCBB解释的存在或不存在,根据不同的购买意图确定了不同的消费者细分市场.

结论:

解释可持续技术标签,如LCBB,对于提高消费者意识和促进可持续畜牧业生产至关重要.
尽管有明确的标签的积极影响,但价格仍然是影响可持续牛肉市场消费者选择的主导因素.

关键词:

联合分析联合分析消费者的态度消费者的态度低碳的肉类是低碳的

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