), 张东 兰州大学管理学院, 兰州 730000
收稿日期:2021-02-03发布日期:2021-07-22通讯作者:柳武妹E-mail:wumeijiayou@163.com基金资助:国家自然科学基金面上项目(71972092);中央高校基本科研业务费专项资金项目(人文社科类)(2020jbkytd003)Food labeling effects in marketing
YANG Qiaoying, LIU Wumei(), ZHANG Dong School of Management, Lanzhou University, Lanzhou 730000, China
Received:2021-02-03Published:2021-07-22Contact:LIU Wumei E-mail:wumeijiayou@163.com摘要/Abstract
摘要： 食品标签作为一种食品相关信息的来源, 会对消费者的认知、情感偏好以及行为反应产生重要影响。基于信息涵盖层面的不同, 可以将食品标签划分为产品层面标签、成分层面标签两类, 且不同类型的食品标签在影响结果、作用机制以及边界方面有所差异。调节定向理论有助于解释两类食品标签所带来的不同影响。产品层面标签更多地会启动消费者的预防定向, 而成分层面标签则会启动消费者的促进定向。同时, 两类食品标签效应会受到晕轮效应、信息加工、概念隐喻、社会认同、属性推断等机制的驱动以及社会人口因素、个体差异、产品特征的调节。最后基于整合的研究框架提出了一些可行的研究方向。
图/表 2
表1食品标签的分类总结
| 分类依据 | 作者(年份) | 类别 | 具体内容 |
|---|---|---|---|
| 食品标签的 展示位置 | Shangguan等人( | 包装标签 | 包装前标签: 健康声明、交通灯标签 |
| 包装后标签: 营养成分表、制造商标签 | |||
| 购买点标签 | 菜单标签、货架标签 | ||
| 食品标签 出现的时间 | Anastasiou等( | 传统的食品标签 | 营养成分表、配料表 |
| 复杂的食品标签 | 包装前标签、健康声明 | ||
| 营养信息的 具体程度 | Ikonen等人( | 还原性标签 | 卡路里标签、营养成分表、GDA标签 |
| 解释性标签 | 交通灯标签、营养健康声明、警告标签、健康星评分 | ||
| 食品标签信息 所涵盖的层面 | 贾培培等人( | 产品层面标签 | 有机标签、原产地标签、生产加工方式、生态标签、绿色标签 |
| 成分层面标签 | 营养成分表、脂肪标签、无添加标签 |
表1食品标签的分类总结
| 分类依据 | 作者(年份) | 类别 | 具体内容 |
|---|---|---|---|
| 食品标签的 展示位置 | Shangguan等人( | 包装标签 | 包装前标签: 健康声明、交通灯标签 |
| 包装后标签: 营养成分表、制造商标签 | |||
| 购买点标签 | 菜单标签、货架标签 | ||
| 食品标签 出现的时间 | Anastasiou等( | 传统的食品标签 | 营养成分表、配料表 |
| 复杂的食品标签 | 包装前标签、健康声明 | ||
| 营养信息的 具体程度 | Ikonen等人( | 还原性标签 | 卡路里标签、营养成分表、GDA标签 |
| 解释性标签 | 交通灯标签、营养健康声明、警告标签、健康星评分 | ||
| 食品标签信息 所涵盖的层面 | 贾培培等人( | 产品层面标签 | 有机标签、原产地标签、生产加工方式、生态标签、绿色标签 |
| 成分层面标签 | 营养成分表、脂肪标签、无添加标签 |
图1食品标签研究的整体框架
图1食品标签研究的整体框架参考文献 96
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