返璞归心:扎根感对消费者自然产品偏好的影响研究  

Restore the Feeling and Return to Nature:The Effect of Feeling of Groundedness on Consumers'Preference for Natural Products

作　　者：孙瑾[1] 刘瑞凝 SUN Jin;LIU Ruining(School of Business,University of International Business and Economics,Beijing,100029)

机构地区：[1]对外经济贸易大学国际商学院,北京100029

出　　处：《国际商务(对外经济贸易大学学报)》2025年第1期137-156,共20页INTERNATIONAL BUSINESS

基　　金：国家自然科学基金面上项目“消费者亲社会行为研究——基于互惠关系的时间标记、对价内容和交换角色的视角”(72272033);对外经济贸易大学研究生科研创新基金“扎根感对消费者自然产品偏好的影响研究”(202219);对外经济贸易大学中央高校基本科研业务费专项资金资助“中国式现代化背景下的新型消费研究:影响因素、作用机制与边界条件”(SZQH06)。

摘　　要：本文重点关注消费者在扎根感状态下对自然产品的偏好,并从心理联结视角探究其背后的心理机制。通过四个实验,研究发现处于高扎根感状态下的消费者更偏好自然产品。自然联结、社会联结和个人过去连续性在此效应中起到中介作用,而此效应受到消费者本体安全感威胁的调节,即当本体安全感受到威胁时,扎根感能引发消费者对自然产品的偏好;当本体安全感未受到威胁时,扎根感对消费者自然产品偏好的影响会削弱。本文研究了影响自然产品偏好的个体心理感受因素,可为企业推广自然产品的营销策略提供借鉴。This research examined the effects of feeling of groundednesSson consumers'preference for natural products and explored the underlying psychological mechanism from the perspective of psychological connection.Across four studies,the results indicate that consumers with a strong feeling of groundedness have a higher preference for natural products.Nature connection,social connection,and past self-continuity play mediating roles in this effect.Furthermore,this effect is moderated by the threat of ontological security.Specifically,when consumers'ontological security is threatened,the feeling of groundedness induces a preference for natural products.By contrast,when consumers'ontological security is not threatened,the impact of the feeling of groundedness on preference for natural products weakens.This research highlights individual psychological factors that influence preference for natural products and improves our understanding of how to promote natural products,with implications for both marketers and policy-makers.

关 键 词：扎根感 自然产品 心理联结 本体安全感威胁 

分 类 号：F270[经济管理—企业管理]