Department of Communication and Cognition, Tilburg School of Humanities and Digital Sciences, Tilburg University, 5037 AB Tilburg, The Netherlands.
Open Evidence Research, 08005 Barcelona, Spain.
Int J Environ Res Public Health. 2022 Jan 19;19(3):1107. doi: 10.3390/ijerph19031107.
Sustainable dietary choices have become increasingly important because of the current environmental threats the world is facing. Nonetheless, consumers find it difficult to assess a product's sustainability and therefore make better choices. This pilot study tested whether explanatory product information about sustainability increased sustainable purchases in an online supermarket and whether additional health information increased message effectiveness. Perceived consumer effectiveness (i.e., the perception of the degree to which individual actions can contribute to environmental problems) and green skepticism were hypothesized to mediate the effect of message type, and environmental attitudes were included as the moderator. An experiment using a one-factor design was conducted among 101 participants who were assigned to one of three experimental conditions: sustainability claim only, explanatory sustainability claim, and explanatory sustainability and health claim. Analyses showed that an explanatory sustainability claim (regardless of whether this claim was accompanied by a health claim) led to fewer sustainable purchases through perceived consumer effectiveness but only for those with low environmental attitudes. No effects were found for the addition of a health claim. The results from this pilot provide insight for future studies that aim to examine how online supermarkets should communicate to increase sustainable purchases.
由于当前世界面临的环境威胁，可持续的饮食选择变得越来越重要。尽管如此，消费者发现很难评估产品的可持续性，因此难以做出更好的选择。这项初步研究测试了在网上超市中，有关可持续性的解释性产品信息是否会增加可持续性购买，以及额外的健康信息是否会提高信息的有效性。假设感知到的消费者效力（即个人行为对环境问题的贡献程度的感知）和绿色怀疑论会对信息类型的效果产生中介作用，并且将环境态度作为调节变量。在 101 名参与者中进行了一项单因素设计的实验，他们被分配到三个实验条件之一：仅可持续性声明、解释性可持续性声明和解释性可持续性和健康声明。分析表明，解释性可持续性声明（无论是否附有健康声明）通过感知到的消费者效力导致可持续性购买减少，但仅对环境态度较低的人有效。添加健康声明没有效果。这项初步研究的结果为未来旨在研究在线超市应如何进行沟通以增加可持续性购买的研究提供了参考。
