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面包市场的选择性消费行为:饮食纤维标签是否影响消费者决策? 一个初步研究

Marta Sajdakowska¹, Dagmara Gniotek², Jerzy Gębski¹

¹Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences (WULS-SGGW), 159C Nowoursynowska Street, 02-776 Warsaw, Poland.

|February 27, 2026

概括

消费者的面包选择因动机而异. "热爱者"喜欢标签信息和纤维丰富,而"超参与"的消费者对面包标签上的纤维细节的关注较少.

科学领域:

消费者行为研究研究
食品科学与营养食品科学与营养

背景情况:

消费者细分对于理解食物选择至关重要.
面包标签信息和消费者对纤维丰富的看法需要调查.

研究的目的:

根据面包选择动机确定消费者细分.
检查对产品标签信息的反应中的细分差异.
评估消费者对富含纤维的面包的看法以及食纤维的重要性.

主要方法:

计算机辅助网络访谈 (CAWI) 于2025年与289名受访者进行.
K-意味着集群,以确定四个消费者细分市场:热情者,超参与者,参与者,中立者.
后勤回归模型分析影响注意标签信息的因素.

主要成果:

热情的消费者对标签信息和纤维添加表示了积极的接受.
与热情人士相比,超参与的消费者注意到光纤信息的可能性要低54%.
消费者知识和动机对食品标签信息的有效性产生重大影响.

结论:

食品标签的有效性取决于清晰度,可理解性和消费者参与度.
标签设计应为所有消费者部门提供有效的信息处理.
营销富含纤维的面包需要解决健康感知和感官期望.

关键词:

面包就是面包,面包就是面包.面包的纤维含量增加的面包.消费者消费者消费者消费者消费者纤维纤维纤维纤维纤维是一种纤维.

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