School of Agricultural Economics and Rural Development, Renmin University of China, Beijing 100872, China.
Department of Nutrition and Food Science, College of Agriculture and Natural Resources, University of Maryland, College Park, MD 20740, USA.
Int J Environ Res Public Health. 2022 Apr 19;19(9):4948. doi: 10.3390/ijerph19094948.
While production and consumption of meat cast a shadow over the prospects for sustainable development, artificial meat may be the solution. However, consumer acceptability of artificial meat is a major impediment to its use as a suitable alternative. This study analyzed the relationship between regulatory focus and consumer acceptance of artificial meat using randomized controlled trial data. Results showed that promotion focus results in a higher acceptance of artificial meat products due to a higher perceived benefit and lower perceived risk, whereas prevention focus results in a lower acceptance of artificial meat products due to perceived benefit being lower and perceived risk being higher. The moderating effect of the message framing was investigated employing structural equation modeling (SEM). It was discovered that a gain-oriented message framing could greatly strengthen the association between promotion focus and perceived benefit, whereas an avoidance-oriented message framing could significantly diminish the relationship between prevention focus and perceived risk. This study has crucial implications for how policymakers and industries communicate with consumers about artificial meat.
虽然肉类的生产和消费给可持续发展的前景蒙上了阴影，但人工肉可能是解决方案。然而，消费者对人工肉的接受度是其作为合适替代品的主要障碍。本研究使用随机对照试验数据，分析了调节焦点与人工肉消费者接受度之间的关系。结果表明，由于感知到的益处更高，感知到的风险更低，促进焦点会导致更高的人工肉产品接受度，而预防焦点会导致较低的人工肉产品接受度，因为感知到的益处较低，感知到的风险较高。通过结构方程建模（SEM）研究了信息框架的调节作用。研究发现，收益导向的信息框架可以极大地加强促进焦点和感知益处之间的关联，而回避导向的信息框架可以显著减少预防焦点和感知风险之间的关系。本研究对于政策制定者和行业如何与消费者就人工肉进行沟通具有重要意义。
