次优食品营销干预策略的有效性探究：来自元分析的证据

doi:10.3724/SP.J.1042.2024.01640

摘要/Abstract

摘要： 次优食品是存在缺陷但可安全食用的食品, 次优食品的商业化成为减少食物浪费的重要策略。然而, 次优食品营销干预策略有效性的实验结果存在分歧。本研究通过元分析方法整合了目前次优食品营销干预策略的实证研究, 分析了认知导向和情感导向营销干预策略对消费者次优食品评价和购买的有效性, 并探索了营销干预策略有效性的边界条件。研究纳入符合要求的原始文献32篇(57个独立样本), 共94个效应量。结果发现, 认知导向和情感导向营销干预策略能有效促进消费者对次优食品的积极评价和购买意愿, 具有接近中等强度的有效性, 且情感导向营销干预策略的效果优于认知导向营销干预策略。此外, 次优食品特征、营销特征和顾客特征等因素调节次优食品营销干预策略的有效性。本研究发现为食品相关企业营销部门和政府部门提供了管理启示。

关键词: 次优食品, 营销干预策略, 元分析, 认知导向, 情感导向

Abstract: Large quantities of suboptimal food, which contain defects but are perfectly safe for consumption, are wasted. Commercializing suboptimal food has become an important strategy in reducing food waste. However, suboptimal food marketing intervention strategies are numerous and complex. There is a lack of logical sorting out and clear classification of these strategies, and the current experimental results on the effectiveness of marketing intervention strategies for suboptimal food have exhibited inconsistency.
This study adopted a meta-analysis approach to review empirical research on marketing intervention strategies for suboptimal food. Based on the Elaboration Likelihood Model (ELM), suboptimal food marketing intervention strategies were classified into two categories: cognitive-oriented and affective-oriented, with cognitive-oriented marketing intervention strategies including “price promotion”, “emphasizing other value attributes” and “ugly labeling”; and affective-oriented marketing intervention strategies including “anthropomorphism”, “sustainability appeals” and “boosting self-esteem”. It assessed the effectiveness of cognitive-oriented and affective-oriented marketing intervention strategies in influencing consumer evaluation and purchase intention toward suboptimal food. Additionally, the study aimed to identify variables that may impact the effectiveness of these strategies. In total, 32 relevant primary studies were included, comprising 94 effect sizes from 57 independent samples. This study used Comprehensive Meta-Analysis 3.0 for data processing and selected Cohen's d as the effect size, with higher values indicating better intervention effects. Result showed that both cognitive-oriented and affective-oriented marketing intervention strategies could effectively improve consumers’ positive evaluation and willingness to purchase suboptimal food with a moderate level of efficacy. Moreover, affective-oriented strategies demonstrated a better intervention effect compared to cognitive-oriented ones. This study further systematically evaluated and compared the effectiveness of six specific strategies on food evaluation and purchase. In terms of food evaluation, the intervention effect of “emphasizing other value attributes” was the strongest. In terms of food purchasing, “anthropomorphism” was significantly more effective than “emphasizing other value attributes,” “sustainability appeals,” and “price promotion,” but not significantly different from “ugly labeling” and “boosting self-esteem.” Additionally, factors such as suboptimal food characteristics, marketing features, and customer characteristics were found to moderate the effectiveness of these interventions. Regarding suboptimal food characteristics, cognitive-oriented marketing intervention strategies had a significantly greater effect on farm produce than on processed food. Regarding marketing characteristics, strategies that use images were more effective than those that use text; marketing intervention strategies were more effective when suboptimal food was displayed alone compared to being displayed alongside superior food; and marketing intervention strategies were more effective in farmers' markets compared to supermarkets. Regarding customer characteristics, affective-oriented marketing intervention strategies were significantly more effective for female consumers than for male consumers; cognitive-oriented marketing intervention strategies were significantly more effective for younger customers than for older customers; and suboptimal food marketing intervention strategies were significantly more effective in collectivist cultures compared to individualist ones.
The theoretical significance of this study was reflected in three aspects: (1) Current research on suboptimal food marketing intervention strategies lacks systematic review and classification, and experimental results on their effectiveness are inconsistent. This study, based on the ELM, classified suboptimal food marketing intervention strategies into cognitive-oriented and affective-oriented categories and assessed their effectiveness. (2) This study systematically evaluated and compared the effectiveness of six specific strategies on food evaluation and purchase. (3) This study also proposed an integrated model to analyze the boundary conditions for the effectiveness of marketing intervention strategies for suboptimal food, which broadened the horizon for future research on suboptimal food. Practically, this study helped food companies' marketing departments and governments to adopt targeted suboptimal food marketing intervention strategies. For example, food companies can set up a separate display area for suboptimal food, allowing consumers to focus more on these food; at the same time, the characteristics of different retail environments should be taken into account when choosing sales channels, and supply suboptimal food to farmers' markets can enhance their sales and promotional effectiveness.
Currently, most empirical articles on suboptimal food marketing intervention strategies focus on food with suboptimal appearance and less on food nearing its expiration date. In fact, there are many food nearing its expiration date on the market, such as bread and yogurt near the shelf life. Future research can increase the attention to this type of food and target feasible marketing intervention strategies. In addition, the psychological mechanisms of suboptimal food marketing intervention strategies have been less explored, and future research could further explore the mediating mechanisms in the relationship between suboptimal food marketing intervention strategies and consumer purchase.

Key words: suboptimal food, marketing intervention strategies, meta-analysis, cognitive orientation, affective orientation

刘红艳, 周泳含, 陈艳霞. (2024). 次优食品营销干预策略的有效性探究：来自元分析的证据. 心理科学进展 , 32(10), 1640-1658.

LIU Hongyan, ZHOU Yonghan, CHEN Yanxia. (2024). Exploring the effectiveness of marketing intervention strategies for suboptimal food: A meta-analysis. Advances in Psychological Science, 32(10), 1640-1658.

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