饱腹感标签对“眼大肚小”餐余浪费的影响及机制研究

Research on the Influence and Mechanism of Stomach Capacity Food Equivalent Label on“Full Belly,Hungry Minds”Residual Food Waste

全球正面临巨大的食物浪费问题,随着《中华人民共和国反食品浪费法》颁布,减少食物浪费成为中国可持续发展的重大战略目标之一。然而,已有研究主要关注消费者食物选择的类别,对于消费者的食物选择量这一影响食物浪费的关键问题鲜有研究进行深入探讨。基于锚定理论探究消费者“眼大肚小”的内部锚偏差对其餐饮情景中食品浪费行为的内在影响机理。结合正当化理论设计饱腹感标签,构建饱腹感标签对消费者食物选择量约束效应的研究模型,运用实验方法,通过Spss软件中的Anova分析和bootstrap中介效应分析,检验饱腹感标签对助推消费者控制食物选择量的影响机理,揭示食物控制动机的中介作用和自我监控水平的调节作用。实验1的结果表明,通过对比消费者理性状态与自然状态下的食量选择,证实消费者存在“眼大肚小”的偏差性内部锚,即在选餐时高估自己所需食物摄入量的非理性选择倾向,是致使消费者在餐饮情景下产生食物浪费的关键原因。实验2的结果表明,通过对比饱腹感标签组与重量标签组的消费者在食物选择量上的差异,证实饱腹感标签在促进消费者食物选择量控制合理化方面更有效。实验3在实验室中模拟真实就餐情景,研究结果验证了食物控制动机对饱腹感标签助推消费者适量选餐的中介作用。实验4的结果表明,自我监控对饱腹感标签约束效应具有调节作用。在理论上,从心理层面深入剖析了消费者产生残余浪费的原因,将食物标签领域理论成果用于解决食物浪费问题,提出全新的饱腹感标签助推策略,深化和拓展了消费者行为学视阈下的食物浪费研究。在实践上,探索了一条干预成本低、消费者抵触情绪小且成效显著的食物浪费减量路径,呼应了国家《粮食节约行动方案》的精神,有助于企业树立良好的社会责任形象。

The world is facing a huge problem of food waste.With the promulgation of the Anti-food Waste Law of the People's Republic of China,reducing food waste has become one of the major strategic objectives of China's sustainable development.However,the existing research mainly focuses on the types of consumers'food choices,and few studies have thoroughly investigated the key issue of consumers'food amount selection,which leads to food waste.Based on the anchoring theory,this study explores the influence and mechanism of consumers'internal anchoring deviation,which is"full belly,hungry minds",on their food waste behavior in the catering situation.To solve this,we designed the stomach capacity food equivalent(SCFE)label based on the legitimization theory,and constructed a research model investigating the effect of the SCFE label on the constriction of consumer's food choice amount.Through Anove analysis and bootstrap analysis in Spss software,the nudging effect and internal mechanism of the constrained influence of the SCFE lable on consumers'food amount choice was deeply discussed.Besides,we revealed the mediating role of food control motivation and the moderating role of self-monitoring leve in this effect.In Experiment 1,by comparing the consumers'rational and natural food amount choices,it was proved that the consumers had a biased internal anchor of"full belly,hungry minds",that is,the irrational tendency to overestimate the amount of food one needs when choosing a meal,which is the key reason that causes consumers to waste food in the dining scene.Experiment 2 explored the constraint effect of the SCFE label on consumers'food amount choices by comparing the difference between the consumers in the SCFE label group and the consumers in the weight label group.Experiment 3 simulated the real dining scene in the lab,and verified the mediating effect of food control motivation.Experiment 4 examined the moderating effect of self-monitoring.Theoretically,we have deeply analyzed the reasons of consumers'residual waste in dining scene from the psychological perspective,and applied the theoretical achievements in the field of food labeling to solve the problem of food waste,and proposed a brand-new nudging strategy which is called SCFE label.In a word,our study has deepened and expanded the research scope of food waste area from the perspective of consumer behavior.Practically,we have explored a new path to reduce food waste with low intervention costs,little consumer resistance and remarkable effect,which echoes the spirit of the Action Plan for Food Conservation,and in the meanwhile it helps enterprises establish a good image of social responsibility.