通过信息框架减少消费者级食品浪费:系统审查和社会营销干预措施
Melissa Zulu1, Asphat Muposhi1
1Marketing Division, School of Business Sciences, University of the Witwatersrand, Johannesburg, South Africa.
概括
减少食物浪费需要有效的信息传递. 这项研究发现,结合多个信息框架,根据消费者心理和背景量身定制,是关键. 避免指责信息,以防止抵抗和鼓励行为改变.
科学领域:
- 环境科学 环境科学
- 社交营销是社会营销.
- 消费者心理学 消费者心理学
背景情况:
- 食物浪费带来了重大的环境,社会和经济挑战.
- 有效的沟通策略对于促进减少食物浪费行为至关重要.
- 家庭,餐馆和酒店等消费环境是干预的关键领域.
研究的目的:
- 系统地审查有关用于减少消费者食品浪费的信息框架的文献.
- 为了确定趋势,有效的方法,以及影响食品浪费沟通的因素.
- 为减少食物浪费提供综合社会营销干预措施的发展信息.
主要方法:
- 按照系统性审查和元分析 (PRISMA) 准则的首选报告项目进行系统性文献审查.
- 分析了2015年至2024年间发表的33项定量,定性和混合方法研究.
- 审查文献的主题内容分析.
主要成果:
- 越来越多的趋势是使用多个信息框架来减少食物浪费,没有关于最佳整合的共识.
- 消息的有效性受到消费者构造水平,消息设计,行为激励和消费环境的影响.
- 以责备为导向的信息可能会反作用,导致对减少食物浪费的努力产生阻力.
结论:
- 集成的社交营销沟通干预措施,包括多个信息框架是必不可少的.
- 细分,定位和定位至关重要,因为消费者对食物浪费的看法不同.
- 未来的干预措施应仔细考虑消息框架,以避免消费者产生负面反应.
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