Yu Yating, Sun Zhaoyang, Feng Chao, Xiao Xiang, Hou Yubo
School of Management, Zhejiang University, Hangzhou 310058, China.
School of Psychological and Cognitive Sciences, Peking University, Beijing 100871, China.
Foods. 2023 Aug 31;12(17):3270. doi: 10.3390/foods12173270.
Packaged foods have significantly expanded their market presence, with the utilization of vice-virtue bundles gaining momentum, particularly in the realm of vice-packaged foods. Consequently, understanding how consumers respond to vice-packaged food with vice-virtue bundles (i.e., vice-packaged food combined with virtue ingredients) becomes crucial. This research investigates this issue through four experiments employing a one-way between-subjects design, incorporating distinct stimuli and measures, and involving samples from diverse sources. In Experiment 1 ( = 172), Experiment 2 ( = 169), and the follow-up experiment ( = 153), variance analysis, chi-square test, and mediating analysis demonstrate that consumers are more inclined to purchase vice-packaged food with vice-virtue bundles owing to the perception of it being healthier than vice packaged food with vice-virtue bundles. Furthermore, Experiment 3 ( = 249) employs moderated mediation analysis, uncovering that both the heightened purchase intention for vice-packaged food with vice-virtue bundles and the mediating effect of perceived healthiness are attenuated among consumers with prevention (vs. promotion) focus. Beyond contributing to theories on packaged food consumption, vice-virtue bundles, and regulatory focus theory, these findings hold practical implications for packaged food marketing, promoting rational food choices, and enhancing healthier diets.
包装食品显著扩大了其市场占有率，利用“恶行-美德组合”的做法日益盛行，尤其是在“恶行”包装食品领域。因此，了解消费者如何对带有“恶行-美德组合”的“恶行”包装食品（即与美德成分相结合的“恶行”包装食品）做出反应变得至关重要。本研究通过四项实验对此问题进行了调查，采用单因素被试间设计，纳入了不同的刺激因素和测量方法，并涉及来自不同来源的样本。在实验1（n = 172）、实验2（n = 169）和后续实验（n = 153）中，方差分析、卡方检验和中介分析表明，消费者更倾向于购买带有“恶行-美德组合”的“恶行”包装食品，因为他们认为这种食品比普通“恶行”包装食品更健康。此外，实验3（n = 249）采用了调节中介分析，发现对于预防（而非促进）导向的消费者，带有“恶行-美德组合”的“恶行”包装食品的购买意愿增强以及感知健康的中介作用均会减弱。这些发现不仅有助于丰富关于包装食品消费、“恶行-美德组合”和调节焦点理论的研究，还对包装食品营销、促进合理的食物选择以及改善健康饮食具有实际意义。
