公众对食品安全的看法如何影响绿色食品的购买意向?不安全感的中介作用和绿色标签信任的调节作用

IF 3.7 Q2 ENVIRONMENTAL SCIENCES
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引用次数: 0

摘要

广泛的食品安全公众舆论(POFS)加剧了消费者对食品安全和健康的担忧,进而推动消费者购买绿色食品。然而,这种担忧对消费者绿色食品消费行为的影响机制尚未得到探讨,尤其是在社交媒体环境下。为了填补这一空白,本研究采用了两阶段的混合方法来识别和研究食品安全舆论对消费者绿色食品购买意愿的影响和机制。在最初的定性研究阶段,我们分析了微博平台上的公众评论,并基于文本挖掘确定了四个热门话题:食品安全舆情、不安全因素、绿色标签信任(GLT)和绿色食品购买意愿(GFPI)。在定量调查研究阶段,我们引入了保护动机理论和超注意认知模型,构建了一个概念模型。基于这一概念模型,我们对 1087 份在线问卷进行了实证检验。结果表明,POFS 对消费者的 GFPI 有显著的正向影响;消费者的不安全感在 POFS 和 GFPI 之间起中介作用,而 GLT 在两者之间起调节作用。本研究阐明了食品安全公众舆论促使消费者转向绿色食品的心理机制,为绿色食品消费行为提供了新的视角。它对鼓励绿色食品消费和促进食品行业的可持续发展具有重要的参考价值。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How public opinion of food safety affects green food purchase intentions: The mediating role of insecurity and the moderating role of green label trust

Widespread public opinion of food safety (POFS) has exacerbated consumer concerns about food safety and health, then driving consumers to purchase green food. However, the mechanisms at play in such concerns to consumer behaviour towards green food consumption have not explored, especially in the environment of social media. To fill up this gap, this research adopted a sequential two-stage mixed-methods approach to identify and examine the effects and mechanisms of public opinion of food safety on consumers' green food purchase intentions. In the initial qualitative research phase, the public comments on the microblogging platform was analyzed and we identified four top hot topics: public opinion of food safety, insecurity, green label trust (GLT) and green food purchase intentions (GFPI) based on text mining. In the quantitative phase of the survey-based research, we introduced the protection motivation theory and the hyper-attention cognitive model to construct a conceptual model. Based on this conceptual model, we conducted an empirical test with 1087 online questionnaires. The result showed that POFS had a significant positive effect on consumers' GFPI; consumer insecurity mediated the relationship between POFS and GFPI, and GLT played a moderating role between them. This study illustrates a psychological mechanism by which public opinion of food safety motivates consumers to switch to green food and provides new insights into green food consumption behaviour. It is an essential reference for encouraging green food consumption and promoting sustainability in the food industry.

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来源期刊
Cleaner and Responsible Consumption
Cleaner and Responsible Consumption Social Sciences-Social Sciences (miscellaneous)
CiteScore
4.70
自引率
0.00%
发文量
40
审稿时长
99 days
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