Department of Work Science, Business Economics and Environmental Psychology, Swedish University of Agricultural Sciences, Box 88, SE-230 53 Alnarp, Sweden.
Appetite. 2016 May 1;100:133-41. doi: 10.1016/j.appet.2016.02.007. Epub 2016 Feb 10.
Nature sounds are increasingly used by some food retailers to enhance in-store ambiance and potentially even influence sustainable food choices. An in-store, 2 × 3 between-subject full factorial experiment conducted on 627 customers over 12 days tested whether nature sound directly and indirectly influenced willingness to buy (WTB) sustainable foods. The results show that nature sounds positively and directly influence WTB organic foods in groups of customers (men) that have relatively low initial intentions to buy. Indirectly, we did not find support for the effect of nature sound on influencing mood or connectedness to nature (CtN). However, we show that information on the product's sustainability characteristics moderates the relationship between CtN and WTB in certain groups. Namely, when CtN is high, sustainability information positively moderated WTB both organic and climate friendly foods in men. Conversely, when CtN was low, men expressed lower WTB organic and climate friendly foods than identical, albeit conventionally labelled products. Consequently, our study concludes that nature sounds might be an effective, yet subtle in-store tool to use on groups of consumers who might otherwise respond negatively to more overt forms of sustainable food information.
自然声音正被一些食品零售商越来越多地用于营造店内氛围，甚至可能影响可持续食品的选择。在 12 天内，对 627 名顾客进行了店内 2×3 被试间完全因子实验，以测试自然声音是否直接和间接地影响购买可持续食品的意愿（WTB）。结果表明，自然声音对那些购买意愿相对较低的顾客群体（男性）的有机食品 WTB 具有积极和直接的影响。间接的，我们没有发现自然声音对影响情绪或与自然的联系（CtN）的作用的支持。然而，我们表明，产品可持续性特征的信息调节了 CtN 与特定群体中 WTB 之间的关系。也就是说，当 CtN 较高时，可持续性信息积极地调节了男性对有机食品和气候友好食品的 WTB，而当 CtN 较低时，男性表达的对有机食品和气候友好食品的 WTB 意愿低于相同的、尽管是传统标签的产品。因此，我们的研究得出结论，自然声音可能是一种有效的、微妙的店内工具，可以用于那些可能对更明显的可持续食品信息做出负面反应的消费者群体。
