信任,风险和有机食品:来自英国和日本的证据
Steven David Pickering1, Martin Ejnar Hansen2, Yosuke Sunahara3
1University of Amsterdam, Postbus 15578, 1001 NB Amsterdam, Netherlands.
概括
消费者对政府的信任和个人对风险的兴趣显著影响了消费者愿意为有机食品支付更多的费用. 这些心理因素有助于解释不同国家和食物类型对有机选择的偏好.
科学领域:
- 消费者行为 消费者行为
- 食品市场营销 食品营销
- 心理学 心理学 心理学
背景情况:
- 消费者对有机食品的选择是复杂的,受到各种因素的影响.
- 了解购买有机食品背后的心理驱动因素对于市场扩张至关重要.
研究的目的:
- 调查心理因素 (普遍的社会信任,对政府的信任,风险嗜好) 与消费者愿意为有机食品支付溢价之间的联系.
- 为了比较这些协会在英国和日本.
主要方法:
- 利用来自英国 (n=1,276) 和日本 (n=1,532) 的大型统一调查数据.
- 采用后勤回归模型来分析心理因素与支付有机乳制品,肉类,蛋和蔬菜的意愿之间的关系.
主要成果:
- 对政府的信任是愿意为有机食品支付更多费用的最一致的关联,在日本观察到的效果更强.
- 普遍的社会信任与对有机生产的看法相关,与个人价值观保持一致.
- 更高的个人风险胃口始终与更大的开放性有关,不论国家或食品类型,都愿意为有机食品支付溢价.
结论:
- 信任和风险取向显著解释了有机食品偏好的差异,即使控制了人口统计和意识形态因素.
- 扩大有机食品市场的战略可能包括将强有力的认证与降低风险的沟通相结合,特别是在高度信任的机构环境中.
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