Carfora Valentina, Morandi Maria, Catellani Patrizia
Department of Psychology, Catholic University of the Sacred Heart, 20123 Milan, Italy.
Foods. 2022 Apr 27;11(9):1268. doi: 10.3390/foods11091268.
Although local food purchasing provides several benefits to both consumers and producers, research on what recommendation messages can effectively promote the purchase of local food is still lacking. In the present study, 410 participants were involved in a 2-week intervention relying on prefactual (i.e., "If … then") messages promoting the purchase of local food. All messages were sent through a research app to participants' mobile phones and were focused on environmental consequences of purchasing (or not purchasing) local food. Four experimental conditions involving messages differing as to outcome sensitivity framing (i.e., gain, non-loss, non-gain and loss) were compared to a control condition. To test the effectiveness of the messages, before and after the 2-week intervention participants were involved in a choice task. They were asked to choose among fruits with different provenience, that is, from the participants' municipality of residence or abroad. Results showed that all message frames increased the selection of local food, compared to control. Furthermore, pro-environmental consumers were more persuaded by messages formulated in terms of gains and non-gains, whereas healthy consumers were more persuaded by messages formulated in terms of losses or non-losses. Discussion focuses on the advantages of tailored communication to promote the purchase of local food.
尽管购买本地食品对消费者和生产者都有诸多益处，但关于何种推荐信息能够有效促进本地食品购买的研究仍然匮乏。在本研究中，410名参与者参与了一项为期两周的干预活动，该活动依赖于促成本地食品购买的预事实（即“如果……那么”）信息。所有信息均通过一款研究应用程序发送至参与者的手机，且聚焦于购买（或不购买）本地食品的环境影响。将涉及结果敏感性框架（即收益、无损失、无收益和损失）不同的信息的四个实验条件与一个对照条件进行了比较。为测试这些信息的有效性，在为期两周的干预前后，参与者参与了一项选择任务。他们被要求在不同产地的水果中进行选择，即来自参与者居住的城市或国外。结果表明，与对照组相比，所有信息框架都增加了对本地食品的选择。此外，环保型消费者更容易被以收益和无收益表述的信息所说服，而健康型消费者更容易被以损失或无损失表述的信息所说服。讨论聚焦于通过定制化沟通来促进本地食品购买的优势。
