消费者保质期相关知识水平和调节焦点对过期酸奶食用意愿的影响研究  

Study on the Influence of Consumers'Related Knowledge and Regulatory Focus on the Consumption Intention of Expired Yogurt

作　　者：张思然 ZHANG Siran(School of Food and Pharmaceutical Engineering,Zhaoqing University,Zhaoqing,Guangdong 526061,China)

机构地区：[1]肇庆学院食品与制药工程学院,广东肇庆526061

出　　处：《肇庆学院学报》2025年第2期12-21,共10页Journal of Zhaoqing University

基　　金：2024年广东省教育科学规划课题(高等教育专项)(2024GXJK247);2023年肇庆学院校级青年基金项目(QN202349)。

摘　　要：每年因食品过期引起的浪费对全球经济和环境造成了巨大损失,以食用代替丢弃是减轻该压力的有效举措,而消费者对过期食品处置方式往往取决于其相关知识和动机.因此,研究以低温酸奶为例,设置保质期过后1 d、4 d和7 d3个时间点,从各个时间点探讨保质期相关知识和调节焦点对消费者食用过期酸奶意愿的影响效果.结果显示,在保质期过后的3个时间点上,保质期相关知识水平高的群体比低的群体食用意愿更高.当酸奶过期1 d时,促进焦点群体比防御焦点群体的食用意愿更高,而在过期4 d和7 d时均没有出现差异.保质期相关知识水平和调节焦点的交互效应在酸奶过期后1 d和4 d时显著,保质期相关知识水平较高的群体中,具有促进焦点的群体比具有防御焦点的群体食用意愿有更高的倾向,且无论知识水平高低,过期后7 d的酸奶对于2个群体其食用意愿均没有显著差异,总体食用意愿极低.研究结果可为制定提高消费者保质期相关知识水平的可行方案和完善保质期标识相关制度提供参考建议.Food waste caused by expiration has led to significant economic and environmental losses globally.Substituting consumption for disposal is an effective measure in alleviating this pressure,and consumers'disposal choices for expired food often depend on their relevant knowledge and motivations.Therefore,this study takes low-temperature yogurt as an example and sets three time points after the expiration date,namely 1 day,4 days,and 7 days,to explore the effects of expiration date-related knowledge and regulatory focus on consumers'willingness to consume expired yogurt.The results indicate that at the three time points after expiration,groups with higher levels of expiration date-related knowledge have a higher willingness to consume expired yogurt compared to those with lower knowledge.When yogurt is expired for 1 day,the promotion-focused group has a higher willingness to consume compared to the prevention-focused group,while no difference is observed at 4 days and 7 days after expiration.The interaction effect between expiration date-related knowledge level and regulatory focus is significant at 1 day and 4 days after expiration.In the group with higher expiration date-related knowledge,the promotion-focused group has a higher tendency to consume compared to the prevention-focused group.Regardless of knowledge level,there is no significant difference in the willingness to consume yogurt expired for 7 days for both groups,and the overall willingness to consume is extremely low.Finally,based on the findings of this study,feasible approaches to enhance consumers'expiration date-related knowledge level and recommendations for system improvement are discussed.

关 键 词：保质期 相关知识水平 调节焦点 过期食品 食用意愿 

分 类 号：C939[经济管理—管理学]