Understanding Public Willingness to Pay More for Plant-based Meat: Environmental and Health Consciousness as Precursors to the Influence of Presumed Media Influence Model

IF 3 3区社会学 Q1 COMMUNICATION

Environmental Communication-A Journal of Nature and Culture Pub Date : 2022-04-04 DOI:10.1080/17524032.2022.2051576

S. Ho, Agnes S. F. Chuah, Elizabeth L. Q. Koh, Liying Ong, Vivien Q. Y. Kwan

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引用次数: 4

Abstract

Abstract Expanding upon the Influence of Presumed Media Influence (IPMI) model, our study investigates prior beliefs as precursors to the IPMI model in predicting individuals’ willingness to pay more for plant-based meat. Our survey of 1,008 adult Singaporeans revealed that attention to benefit media messages on plant-based meat was positively associated with presumed others’ attention. This subsequently predicted attitudes and perceived social norms of paying more for the product which, except for descriptive norms, in turn predicted individuals’ willingness to pay more. More importantly, we found that prior beliefs – namely environmental and health consciousness – were predictive of attention to media messages on plant-based meat, indicating selective exposure to media messages. Theoretically, our findings highlight the importance of pre-existing beliefs on the IPMI model. Practically, recommendations for key stakeholders on how to enhance individuals’ willingness to pay more for the product were discussed.

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了解公众为植物性肉类支付更多费用的意愿:环境和健康意识是假定媒体影响模型影响的前兆

摘要本研究扩展了假定媒体影响(IPMI)模型的影响，探讨了作为IPMI模型预测个人愿意为植物性肉类支付更多费用的先验信念。我们对1008名新加坡成年人的调查显示，对植物性肉类的有益媒体信息的关注与假定他人的关注呈正相关。这随后预测了为产品支付更多钱的态度和感知到的社会规范，除了描述性规范外，这些规范反过来预测了个人支付更多钱的意愿。更重要的是，我们发现先前的信念-即环境和健康意识-可以预测对植物性肉类媒体信息的关注，这表明对媒体信息的选择性暴露。从理论上讲，我们的研究结果强调了预先存在的信念对IPMI模型的重要性。在实践中，讨论了对关键利益相关者的建议，即如何提高个人为产品支付更多费用的意愿。

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

Environmental Communication-A Journal of Nature and Culture Multiple-

CiteScore

6.30

自引率

7.40%

发文量

期刊介绍： Environmental Communication is an international, peer-reviewed forum for multidisciplinary research and analysis assessing the many intersections among communication, media, society, and environmental issues. These include but are not limited to debates over climate change, natural resources, sustainability, conservation, wildlife, ecosystems, water, environmental health, food and agriculture, energy, and emerging technologies. Submissions should contribute to our understanding of scientific controversies, political developments, policy solutions, institutional change, cultural trends, media portrayals, public opinion and participation, and/or professional decisions. Articles often seek to bridge gaps between theory and practice, and are written in a style that is broadly accessible and engaging.