关于有机葡萄酒标签颜色的 "健康=(不)美味 "直觉

IF 4.4 3区 管理学 Q2 BUSINESS
Olivia Petit, Qian Janice Wang, Charles Spence
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引用次数: 0

摘要

有机标签证明产品致力于生态平衡。然而,有机产品与健康益处之间的联系可能会无意中促进过度消费,尤其是在红酒等酒精饮料方面。在对来自美国的参与者进行的研究中,我们证明了消费者会将有机葡萄酒与健康和愉悦隐性地联系在一起,这明确地反映在购买意向的增强和预期的消费量上。有趣的是,我们的研究结果表明,这些影响受标签颜色的调节。与绿色标签相比,红色有机标签与不太健康但更美味的饮料联系在一起。显性方面,无论标签颜色如何,有机标签总体上都能激发更高的购买意愿。然而,我们的研究结果凸显了标签颜色的调节作用。与绿色标签相比,红色有机标签能激发更高的购买意向,这是因为人们对红色标签的美味有更高的期望。此外,与绿色标签相比,红色标签会让人感觉酒精度更高,并有意少量饮用。因此,使用红色标签可能同时意味着愉悦和潜在的危险,促进了有机葡萄酒的销售,但并不一定会增加消费量。这些研究结果对支持负责任的葡萄酒消费的营销者和政策制定者具有重要意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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.
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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
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.
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