Fechner David, Karl Marion, Grün Bettina, Dolnicar Sara
Business School, Faculty of Business, Economics and Law Colin Clark, The University of Queensland, St Lucia, Australia.
Social Marketing @ Griffith, Business School, Griffith University, Nathan, Australia.
J Sustain Tour. 2023 Oct 25;32(10):2225-2244. doi: 10.1080/09669582.2023.2274283. eCollection 2024.
Encouraging restaurant guests to order vegetarian dishes plays a key role in creating a more environmentally sustainable tourism sector. However, for many consumers eating a meat dish is an important aspect of their enjoyment-focused restaurant experience. Identifying new approaches that support restaurants in selling more vegetarian dishes are urgently needed. Drawing from hedonic psychology and affective forecasting theory, this study tests two interventions aimed at directing ordering towards specific vegetarian dishes in a scenario-based survey experiment with 742 consumers. Results show the potential of affective forecasting as a promising psychological mechanism. Displaying an appetising picture of a vegetarian dish on a menu increases stated ordering of the dish because the picture directs consumer attention to the dish and triggers them to imagine eating the dish. Consumers who imagine eating the dish feel stronger anticipated enjoyment of eating it. Adding to the picture an invitation to imagine eating the dish does not further increase the effect. This study explains the psychological mechanism of how a picture of an appetising vegetarian dish changes food choices and provides restaurants with a cost-effective measure to direct ordering towards more environmentally sustainable dishes.
鼓励餐厅顾客点素食菜肴对创建更具环境可持续性的旅游业至关重要。然而，对许多消费者来说，吃肉是他们以享受为重点的餐厅体验的一个重要方面。迫切需要找到新方法来支持餐厅增加素食菜肴的销量。本研究借鉴享乐心理学和情感预测理论，在一项针对742名消费者的情景调查实验中，测试了两种旨在引导顾客点特定素食菜肴的干预措施。结果显示情感预测作为一种有前景的心理机制具有潜力。在菜单上展示一道素食菜肴的诱人图片会增加该菜肴的点单率，因为图片将消费者的注意力引向这道菜，并促使他们想象吃这道菜的情景。想象吃这道菜的消费者会对吃它产生更强烈的预期享受感。在图片上添加想象吃这道菜的邀请并不会进一步增强这种效果。本研究解释了一道诱人的素食菜肴图片如何改变食物选择的心理机制，并为餐厅提供了一种经济有效的措施，引导顾客点更具环境可持续性的菜肴。
