Sheng Jiping, Shi Hongxu, Zhang Jun
School of Agricultural Economics and Rural Development, Renmin University of China, Haidian District, No. 59 Zhongguancun Ave., Beijing, 100872, People's Republic of China.
Environ Sci Pollut Res Int. 2023 Feb;30(8):21238-21251. doi: 10.1007/s11356-022-23597-2. Epub 2022 Oct 21.
This study investigates the effects of environmental-related message on consumers' acceptance of artificial meat products in China. By focusing on the introduction of plant-based and cultured meat, a novel dataset involving 3441 research participants was collected in China through the online platform with randomized controlled experiments. The results show that for promotion-focused participants, gain-oriented message is effective while avoidance-oriented message is not in improving their acceptance of artificial meat. For prevention-focused participants, both gain- and avoidance-oriented messages are found to increase their acceptance of artificial meat effectively. To quantify the average impacts of environmental-related message and consumers' regulatory focus fit on the acceptance of plant-based meat and cultured meat, a seemingly unrelated regression model is applied. The results reveal that for a randomly selected individual, exposing with both gain- and avoidance-oriented messages would increase his or her acceptance of artificial meat comparing to exposing with neutral message. In addition, we find participants who use promotion focus more tend to have higher acceptance scores for both kinds of artificial meat on average.
本研究调查了与环境相关的信息对中国消费者接受人造肉产品的影响。通过聚焦植物性肉和培养肉的介绍，在中国通过在线平台并采用随机对照实验收集了一个包含3441名研究参与者的新数据集。结果表明，对于以促进为导向的参与者，以获得为导向的信息在提高他们对人造肉的接受度方面是有效的，而以避免为导向的信息则无效。对于以预防为导向的参与者，发现以获得和避免为导向的信息都能有效提高他们对人造肉的接受度。为了量化与环境相关的信息和消费者的监管焦点适配对植物性肉和培养肉接受度的平均影响，应用了一个看似不相关的回归模型。结果显示，对于随机选择的个体，与接触中性信息相比，同时接触以获得和避免为导向的信息会增加其对人造肉的接受度。此外，我们发现平均而言，更多使用促进焦点的参与者对两种人造肉的接受分数往往更高。
