Department of Food, Bioprocessing and Nutrition Sciences, Southeast Dairy Foods Research Center, North Carolina State University, Raleigh 27695.
Department of Food, Bioprocessing and Nutrition Sciences, Southeast Dairy Foods Research Center, North Carolina State University, Raleigh 27695.
J Dairy Sci. 2021 Nov;104(11):11386-11400. doi: 10.3168/jds.2021-20360. Epub 2021 Aug 26.
Consumer definitions of sustainability are largely uninformed by scientific research and may not align with industry definitions. Furthermore, consumers themselves have varied perceptions, definitions, and opinions of sustainability that vary between categories and products within the dairy category. Understanding these differences and developing marketing messaging aligned with consumer sustainability definitions offer an advantage to dairy product producers when strategically positioning their products in a changing marketplace. This review outlines the factors that may affect consumer sustainability perceptions to provide a basis for future marketing and scientific work. Consumer trends and desires for sustainability are explored, including how they are reflected in the rapid growth of plant-based alternatives. Factors that may influence consumer perception of dairy as sustainable are covered in detail, including packaging, labeling, animal welfare, organic status, grass-fed or pasture-raised feeding systems, and local and clean label perceptions. Finally, a discussion of the challenges of marketing dairy foods with sustainability messages is addressed.
消费者对可持续性的定义在很大程度上不受科学研究的影响，并且可能与行业定义不一致。此外，消费者自己对可持续性的看法、定义和意见在乳制品类别内的不同类别和产品之间存在差异。了解这些差异，并根据消费者对可持续性的定义制定营销信息，为乳制品生产商在不断变化的市场中为其产品进行战略定位提供了优势。本综述概述了可能影响消费者可持续性认知的因素，为未来的营销和科学工作提供了基础。探讨了消费者对可持续性的趋势和渴望，包括它们如何体现在植物性替代品的快速增长中。详细介绍了可能影响消费者对乳制品可持续性看法的因素，包括包装、标签、动物福利、有机状态、草饲或放牧饲养系统以及本地和清洁标签认知。最后，讨论了用可持续性信息营销乳制品食品的挑战。
