价优物美与价廉物值:作物营养强化农产品消费者决策研究

Expensive and Fine or Inexpensive but Deserved:Consumers’ Decision-Making for Biofortification Products

通过育种手段实现的作物营养强化,是以农业手段应对“隐性饥饿”最行之有效的方法。前人一般关注作物营养强化农产品对人体营养干预的有效性,本文从营销的角度探究了消费者对作物营养强化农产品的选择与购买意愿。研究发现:当企业对相对价格较高的作物营养强化农产品使用高解释水平的信息沟通策略,对相对价格较低的作物营养强化农产品进行低解释水平的信息沟通时,消费者的价格敏感度均较低,购买意愿更高。而消费者的健康意识和调节定向,调节了相对价格比较与企业沟通策略的匹配(高-高;低-低)对消费者决策的影响。据此,建议企业依据作物营养强化农产品的价位对消费者进行不同的沟通策略,在普及健康知识的同时扩大对作物营养强化农产品的宣传。

Biofortification via breeding is the most effective way to cope with“Invisible Hunger”.Different from previous research highlighting the effectiveness of nutritional fortification products on human nutrition interventions,present study explores consumers’choice and purchase intention for biofortification from the perspective of marketing.Three studies find that:(1)Companies adopt a high-interpretation level information communication strategy for relatively high-priced biofortification food yet a low-interpretation level information communication strategy for lower-priced biofortification food,which can lead to consumers’lower price sensitivity and higher purchase intention;(2)Consumers’awareness of health and regulatory focus pose a regulatory effect on their decision-making through the matching between price comparison and communication strategy(high-high;low-low).Accordingly,this study suggests that companies should implement different communication strategies for consumers,expanding the influence of biofortification when popularizing health knowledge.