ETH Zurich, Institute for Environmental Decisions (IED), Consumer Behaviour, Universitätstrasse 22, 8092 Zurich, Switzerland.
Appetite. 2018 Feb 1;121:138-146. doi: 10.1016/j.appet.2017.11.090. Epub 2017 Nov 14.
What drives consumers to choose bottled water instead of tap water where the latter is safe, accessible, costs far less, and in spite of its environmental impacts? This research investigates the influence of hitherto unexplored psychological drivers in an attempt to generate a more holistic understanding of the phenomenon, and strategies for designing more effective consumption reduction campaigns. Using data from an internet survey of Swiss and German respondents (N = 849) we investigated the role of, social norms, affect and image on water consumption. Results suggest that these psychological factors play a role in water consumption choice. Convenience was the only contextual predictor - the inconvenience of transporting bottled water has a negative effect on its consumption, and a positive effect on tap water consumption. Although concern about the effect of bottled water on the environment was not a significant predictor of tap water consumption, we found that for some people, a link exists between environmental concern and consumption choice. Ways through which consumers may be more effectively influenced towards environmentally-friendly consumption are discussed.
消费者为什么选择瓶装水而不是安全、可及、成本低得多的自来水，尽管它会对环境造成影响？本研究调查了迄今为止尚未探索的心理驱动因素的影响，试图更全面地了解这一现象，并制定更有效的消费减少活动策略。我们使用来自瑞士和德国受访者的互联网调查数据（N=849），研究了社会规范、情感和形象对水消费的影响。结果表明，这些心理因素在水消费选择中发挥作用。便利性是唯一的情境预测因素——运输瓶装水的不便对其消费有负面影响，对自来水消费有积极影响。尽管对瓶装水对环境影响的担忧不是自来水消费的显著预测因素，但我们发现，对于一些人来说，环境问题和消费选择之间存在联系。讨论了如何更有效地影响消费者向环保消费转变。
