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测试激励性的呼吁,以促进豆类丰富食品的推广
Marco Gaetani1, Valentina Carfora1, Laura Picciafoco1
1Department of Psychology, Catholic University of the Sacred Heart, 20123 Milan, Italy.
Nutrients
|February 27, 2026
概括
可持续性信息通过鼓励搜索和消费,有效地促进豆类丰富食品. 根据消费者的动机量身定制信息,特别是那些打算减少动物产品摄入量的消费者,可以提高其影响力.
科学领域:
- 食品科学与技术 食品科学与技术
- 消费者行为研究研究
- 可持续的粮食系统 可持续的粮食系统
背景情况:
- 豆类丰富食品为动物蛋白提供了一个可持续的替代品,与全球饮食转变保持一致.
- 了解消费者的动机对于促进新型食品的采用至关重要.
- 这项研究探讨了不同的信息框架如何影响消费者对豆类丰富食品的参与.
研究的目的:
- 评估食品选择基于动机的信息在驱动搜索,消费和消费豆类丰富食品的意图方面的有效性.
- 调查产品搜索和消费在信息曝光和消费意图之间的关系中的中介作用.
- 检查基线意图如何采用植物性饮食适度消息的有效性.
主要方法:
- 一项随机对照试验,1361名意大利成年人接受了七种信息类型 (健康,价格,感官,自然,方便,可持续性,情绪) 或对照之一.
- 参与者在一周内收到了三条事实前增益信息.
- 一个调节的串行调解模型分析了从消息暴露到意图的途径,考虑了搜索,消费和消费者类型 (意图者与非意图者).
主要成果:
- 关于情绪,可持续性,健康和便利性的信息显著增加了消费豆类丰富食品的意图.
- 可持续性信息通过搜索和消费对意图产生了显著的连续间接影响.
- 情绪信息仅通过搜索行为增加了意图. 根据消费者转向植物性饮食的意图,信息的有效性有所不同.
结论:
- 可持续性呼吁是豆类丰富食品消费的强大驱动力.
- 根据消费者准备采用植物性饮食的情况调整沟通策略,提高了信息的有效性.
- 这些发现支持有针对性的信息传递,以促进可持续的食物选择.
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