德国将替代蛋白与消费者价值调整:以价值为中心的沟通框架
Alya Alismaili1, Lena Böhler1, Sonja Floto-Stammen1
1Research Group Business Innovation, Fontys University of Applied Sciences, 5912 BG Venlo, The Netherlands.
Foods (Basel, Switzerland)
|December 30, 2025
概括
与昆虫零食等替代蛋白质沟通需要与消费者价值观保持一致,而不仅仅是创新. 以价值为中心的信息,专注于熟悉和信任,可以增加新食品的接受度.
科学领域:
- 食品科学 食品科学 食品科学
- 消费者心理学 消费者心理学
- 可持续的粮食系统可持续的粮食系统
背景情况:
- 可持续的食品系统需要有效的沟通策略,而不仅仅是技术进步.
- 消费者对替代蛋白质的接受受价值的影响,而不仅仅是产品属性.
研究的目的:
- 检查以价值为中心的沟通如何影响德国消费者对基于昆虫的零食的反应.
- 开发和测试用于替代蛋白质接受的沟通指南.
主要方法:
- 基于桌面的综合研究使用施瓦茨的价值理论.
- 沟通指南和包装原型的开发.
- 探索性焦点组 (N=7) 将原始包装和精制包装进行比较,通过McGuire的说服阶段进行分析.
主要成果:
- 传统和安全价值观被确定为食品选择的关键驱动因素.
- 沟通要求包括文化熟悉,情感安全,简单,信任和日常整合.
- 用熟悉的格式,令人放心的语气,清晰的视觉效果和信任线索的精细包装增加了尝试意愿;信息过载和不一致性阻碍了接受.
结论:
- 价值调整型沟通对于促进替代蛋白质至关重要.
- 结合施瓦茨的价值理论和麦奎尔的模型的整合性镜头提供了可测试的指导方针.
- 由于样本规模小和自我报告的数据,研究结果是探索性的;建议进一步研究行为结果.
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