食品拟人化包装与包装正面营养标签类型的交互对消费者购买意愿的影响

The Effect of the Interaction between Anthropomorphic Food Packaging and the Type of Front-of-pack Nutrition Labeling on Consumer Purchase Intentions

拟人化包装和营养标签是被普遍采用的营销策略,但二者同时被运用时是否对消费者偏好存在交互影响,现有研究还未做充分讨论。本文讨论了食品拟人化包装(拟人化与非拟人化)和包装正面营养标签类型(客观型与评估型)对消费者购买意愿的交互影响。两项实验研究发现:对于拟人化(vs.非拟人化)包装食品,采用评估型(vs.客观型)包装正面营养标签会导致更高的购买意愿;消费者比较判断策略中介了食品拟人化包装策略与营养标签类型对购买意愿的交互作用。本文丰富了拟人化包装和包装正面营养标签的研究,对食品企业的包装策略和从消费中缓解我国居民的心理、生理健康风险具有重要的实践启示。

Anthropomorphic packaging and nutritional labeling are commonly adopted marketing strategies,but whether there is an interaction effect on consumer preferences when both are used at the same time has not been fully discussed in existing research.This paper discusses the interaction effects of anthropomorphic packaging(anthropomorphic vs.non-anthropomorphic)and the type of nutrition labeling on the front of the package(objective vs.evaluative)on consumer purchase intention.Two experimental studies found that(1)for anthropomorphic(vs.non-anthropomorphic)packaged foods,the use of evaluative(vs.objective)front-of-package nutrition labels led to higher purchase intentions,and(2)the consumer comparative judgment strategy mediated the interaction between anthropomorphic food packaging strategy and nutrition label type on purchase intentions.This paper enriches the research on anthropomorphic packaging and front-of-pack nutrition labeling with important practical implications for food companies'packaging strategies and for mitigating the psychological and physiological health risks of China's residents from consumption.