Liang Shichang, He Junyan, Deng Wanshan, Cao Ping, Teng Lili, Tang Yu, Lu Xiaojie, Hu Feng, Zhang Tingting, Li Jingyi
School of Business, Guangxi University, Nanning 530004, China.
Talents Service Center of Guangxi Zhuang Autonomous Region, Nanning 530004, China.
Foods. 2024 Jul 23;13(15):2320. doi: 10.3390/foods13152320.
Existing studies have examined unhealthy food packaging information, mainly focusing on aspects such as the content, color, and text, whilst paying less attention to the boundaries of information. This paper investigates unhealthy foods through three experiments, revealing that the presence (vs. absence) of packaging information boundaries on unhealthy foods has a negative impact on consumers' purchasing intentions ( = 0.040) (Experiment 1). The feeling of constraint mediates this effect (β = -0.078, CI: [-0.1911, -0.0111]) (Experiment 2). Additionally, consumers with an independent self-construal exhibit reduced purchasing intentions when unhealthy food packaging information boundaries are present (vs. absent) ( < 0.001), whereas those with an interdependent self-construal show increased purchasing intentions under the same conditions ( = 0.024) (Experiment 3). This paper reveals the psychological mechanism and boundary conditions of unhealthy food packaging information boundaries affecting consumers' purchasing intention and provides practical inspiration for government policy-making related to unhealthy food packaging.
现有研究考察了不健康食品的包装信息，主要聚焦于内容、颜色和文字等方面，而对信息边界关注较少。本文通过三个实验对不健康食品进行了研究，结果表明，不健康食品包装信息边界的存在（相对于不存在）会对消费者的购买意愿产生负面影响（=0.040）（实验1）。约束感在这一效应中起中介作用（β=-0.078，置信区间：[-0.1911，-0.0111]）（实验2）。此外，具有独立自我建构的消费者在不健康食品包装信息边界存在（相对于不存在）时购买意愿降低（<0.001），而具有相互依存自我建构的消费者在相同条件下购买意愿增加（=0.024）（实验3）。本文揭示了不健康食品包装信息边界影响消费者购买意愿的心理机制和边界条件，并为与不健康食品包装相关的政府政策制定提供了实践启示。
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