If It Works, I like It: Consumer Acceptance of Food-Related Nudging

Q2 Business, Management and Accounting

Journal of International Food and Agribusiness Marketing Pub Date : 2020-08-07 DOI:10.1080/08974438.2019.1668325

Ingrid Laukeland Djupegot, Håvard Hansen

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引用次数: 6

Abstract

Abstract The aim of the current study is to investigate factors that influence consumer acceptance of food-related nudging. Previous studies indicate that perceived effectiveness may positively influence acceptance of nudging, while limited freedom of choice may reduce acceptance. On this basis, acceptance, perceived effectiveness and perceived limited freedom of choice were measured for 11 different food-related nudges in a national representative sample of 455 adults. Five of the nudges were variations of placement alteration, while six were variations of informational labeling. Perceived effectiveness was identified as a significant positive predictor for acceptance of all of the investigated nudges (p < 0.001), while perceived limited freedom of choice decreased acceptance of all investigated nudges (p ≤ 0.02). Perceived effectiveness was the strongest predictor for acceptance of all types of nudges (β-values from 0.55 to 0.75), yet perceived limited freedom of choice was also a significant factor (β-values from −0.07 to −0.23).

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如果它有效，我喜欢它:消费者接受与食品相关的推动

摘要本研究的目的是调查影响消费者接受与食品相关的轻推的因素。先前的研究表明，感知的有效性可能会积极影响对轻推的接受，而有限的选择自由可能会降低接受度。在此基础上，在455名成年人的全国代表性样本中，测量了11种不同的食物相关轻推的接受度、感知有效性和感知有限的选择自由度。其中5次轻推是位置改变的变体，而6次是信息标记的变体。感知有效性被确定为接受所有研究的轻推的显著积极预测因素（p < 0.001），而感知到的有限的选择自由降低了对所有调查轻推的接受度（p ≤ 0.02）。感知有效性是接受所有类型轻推的最强预测因素（β值从0.55到0.75），但感知有限的选择自由度也是一个重要因素（β-值从-0.07到-0.23）。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of International Food and Agribusiness Marketing Business, Management and Accounting-Business and International Management

CiteScore

4.90

自引率

0.00%

发文量

期刊介绍： The Journal of International Food & Agribusiness Marketing is a timely journal that serves as a forum for the exchange and dissemination of food and agribusiness marketing knowledge and experiences on an international scale. Designed to study the characteristics and workings of food and agribusiness marketing systems around the world, the journal critically examines marketing issues in the total food business chain prevailing in different parts of the globe by using a systems and cross-cultural/national approach to explain the many facets of food marketing in a range of socioeconomic and political systems.