PDF(Pubmed)
Abstract：
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 (n = 172), Experiment 2 (n = 169), and the follow-up experiment (n = 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 (n = 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.
摘要：
包装食品已大大扩大了其市场份额，随着利用副美德束的势头越来越大，特别是在副包装食品领域。因此,了解消费者如何使用副美德捆绑包对副包装食品做出反应(即，副包装食品与美德成分相结合）变得至关重要。本研究通过四个采用单向受试者间设计的实验来研究这个问题，结合不同的刺激和措施，涉及来自不同来源的样本。在实验1中（n=172），实验2(n=169),和后续实验(n=153)，方差分析，卡方检验,中介分析表明，消费者更倾向于购买带有副美德束的副包装食品，因为人们认为它比带有副美德束的副包装食品更健康。此外，实验3(n=249)采用适度调解分析，发现在有预防的消费者中，对具有副美德捆绑的副包装食品的购买意愿增强和感知健康的中介作用都减弱了(与促销)重点。除了为包装食品消费理论做出贡献外，副美德束，和监管焦点理论，这些发现对包装食品营销具有实际意义，促进合理的食物选择，加强更健康的饮食。
