营养比较、信息解释水平对消费者作物营养强化食品选择的机制研究

The Effect of Nutrition Comparison and Information Construal Level on Consumers’ Choice for Biofortified Food

解决隐性饥饿最经济有效的方法是促进消费者对作物营养强化食品的消费,而作物营养强化食品是否被消费者广泛接受的关键在于其营养含量的高低。为探究营养比较和信息解释水平对消费者作物营养强化食品选择的影响及其潜在的作用机制,采用情景模拟实验法,通过设计三个实验对上述问题进行检验。结果表明:当相对营养比较与信息解释水平匹配时,消费者对作物营养强化食品的购买意愿更高。此外,研究还揭示了感知独特效用的中介作用以及健康意识和调节定向的调节作用。由此建议,食品企业在进行作物营养强化食品宣传时,要根据不同产品的营养素含量采用不同的解释水平信息,并有意识地提升消费者健康意识、激活消费者的防御倾向。

The most economical and effective way to address hidden hunger is to promote consumer consumption for biofortified food,and the key to the widespread acceptance of such foods by consumers lies in its nutrient content.In order to explore the influence of nutrition comparison and information construal level on consumers’choice for biofortified food and the underlying mechanism,this study adopted scenario simulation experiment method and conducted three experiments.The results show that consumers have a higher willingness to purchase biofortified food when the relative nutrition comparison matches the information construal level.In addition,this study reveals the mediating role of perceived uniqueness,as well as the moderating role of health consciousness and regulatory focus.These findings are helpful to better understand the decision-making process of consumers’choice for biofortified food,and provide an important theoretical basis for biofortified nutrient-fortified food,enhancing consumer acceptance,and alleviating the hidden hunger problem among the population in China.