{"title":"关于有机葡萄酒标签颜色的 \"健康=(不)美味 \"直觉","authors":"Olivia Petit, Qian Janice Wang, Charles Spence","doi":"10.1002/cb.2394","DOIUrl":null,"url":null,"abstract":"Organic labels certify a product's commitment to ecological balance. However, the association between organic products and health benefits can inadvertently promote overconsumption, particularly in the case of alcoholic beverages such as red wine. In research conducted with participants from the United States, we demonstrate that consumers implicitly link organic wine with health and pleasure, which is explicitly reflected in heightened purchase intentions and anticipated consumption volume. Interestingly, our findings indicate that these effects are moderated by label colour. Implicitly, red organic labels are associated with a less healthy but tastier drink than green labels. Explicitly, organic labels overall stimulate higher purchase intentions regardless of their colour. Nevertheless, our results highlight a moderating role of label colour. Compared to green labels, red organic labels elicit increased purchase intentions, driven by greater expectations of tastiness associated with the red label. Additionally, red labels convey a perception of higher alcohol strength and an intention to consume wine in smaller quantities versus green labels. Thus, the use of a red label may signal both pleasure and potential danger, facilitating organic wine sales without necessarily increasing consumption. These findings have implications for marketers and policymakers interested in supporting responsible wine consumption.","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":null,"pages":null},"PeriodicalIF":4.4000,"publicationDate":"2024-08-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The “healthy = (un)tasty” intuition concerning colour in organic wine labels\",\"authors\":\"Olivia Petit, Qian Janice Wang, Charles Spence\",\"doi\":\"10.1002/cb.2394\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Organic labels certify a product's commitment to ecological balance. However, the association between organic products and health benefits can inadvertently promote overconsumption, particularly in the case of alcoholic beverages such as red wine. In research conducted with participants from the United States, we demonstrate that consumers implicitly link organic wine with health and pleasure, which is explicitly reflected in heightened purchase intentions and anticipated consumption volume. Interestingly, our findings indicate that these effects are moderated by label colour. Implicitly, red organic labels are associated with a less healthy but tastier drink than green labels. Explicitly, organic labels overall stimulate higher purchase intentions regardless of their colour. Nevertheless, our results highlight a moderating role of label colour. Compared to green labels, red organic labels elicit increased purchase intentions, driven by greater expectations of tastiness associated with the red label. Additionally, red labels convey a perception of higher alcohol strength and an intention to consume wine in smaller quantities versus green labels. Thus, the use of a red label may signal both pleasure and potential danger, facilitating organic wine sales without necessarily increasing consumption. These findings have implications for marketers and policymakers interested in supporting responsible wine consumption.\",\"PeriodicalId\":48047,\"journal\":{\"name\":\"Journal of Consumer Behaviour\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":4.4000,\"publicationDate\":\"2024-08-26\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Consumer Behaviour\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1002/cb.2394\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Consumer Behaviour","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1002/cb.2394","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
The “healthy = (un)tasty” intuition concerning colour in organic wine labels
Organic labels certify a product's commitment to ecological balance. However, the association between organic products and health benefits can inadvertently promote overconsumption, particularly in the case of alcoholic beverages such as red wine. In research conducted with participants from the United States, we demonstrate that consumers implicitly link organic wine with health and pleasure, which is explicitly reflected in heightened purchase intentions and anticipated consumption volume. Interestingly, our findings indicate that these effects are moderated by label colour. Implicitly, red organic labels are associated with a less healthy but tastier drink than green labels. Explicitly, organic labels overall stimulate higher purchase intentions regardless of their colour. Nevertheless, our results highlight a moderating role of label colour. Compared to green labels, red organic labels elicit increased purchase intentions, driven by greater expectations of tastiness associated with the red label. Additionally, red labels convey a perception of higher alcohol strength and an intention to consume wine in smaller quantities versus green labels. Thus, the use of a red label may signal both pleasure and potential danger, facilitating organic wine sales without necessarily increasing consumption. These findings have implications for marketers and policymakers interested in supporting responsible wine consumption.
期刊介绍:
The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.