健康食品消费的助推策略研究述评与展望——决策系统视角

Review and Prospect of Nudging Strategies for Healthy Food Consumption:From the Perspective of Decision System

在可持续消费成为国家消费战略重点的背景下,健康食品作为实现可持续消费的主要实践领域,近年来越来越得到学者们的关注。相关研究是从健康食品消费助推策略的角度进行的。目前对健康食品消费助推策略的分类还较为笼统,对助推策略研究还未有系统性的评述。本文从两个方面对健康食品消费的助推策略进行评述:第一,梳理国内外学者对于助推策略的意义、内涵以及特征,然后基于决策系统视角对助推策略进行全新分类,将之归纳为决策者与目标、产品外部信息、多选项结构、微观决策环境4大类9小类,并对其内容进行深入探讨;第二,在新分类的基础上,分析当前有关4大类助推策略研究所存在的局限性与未来发展方向。研究结论有助于政府、第三方组织以及健康食品企业更好地洞察消费者的潜在心理机制,并合理运用助推策略提升人们的健康食品可持续消费行为。

Sustainable consumption is becoming a focus of the national consumption strategy,and healthy food is the main practice field to achieve human sustainability.In recent years,more and more scholars have studied it from the perspective of booster strategy.However,at present,the classification of booster in China is relatively general,and there is no systematic review on the booster mechanism of healthy food consumption.Therefore,this article through the two parts of the booster mechanism of health food consum ption,first,combed the domestic and foreign scholars for booster strategy significance,connotation and characteristics,based on the point of decision system booster strategy new classification,divided into decision makers with the target structure,product external information,more options,and micro decision-making environment four categories and nine segment types;Secondly,based on the new classification,the research content and characteristics of boost strategy in the field of healthy food consumption are discussed in depth,as well as the limitations and future development direction of the current 4 types of boost research.The research conclusions can provide the government,third-party organizations and healthy food enterprises with a better insight into the potential psychological mechanism of consumers,and promote people’s sustainable food consumption behavior with reasonable use.