关键词: 产品天然性感知、元分析、双系统理论、消费者反应、线索诊断性理论

Abstract: In the post-pandemic era, consumers have grown increasingly concerned about the environment, health, and safety, leading to a significant surge in demand for natural products. Yet what factors drive consumers to perceive a product as natural? And how are consumer responses influenced once they perceive a product as natural? Existing research lacks a systematic review and clear classification of the antecedents of perceived product naturalness, and there are also inconsistencies in the relative effectiveness of different cues.Perceived Product Naturalness (PPN) refers to consumers’ subjective judgment of whether a product is unmodified by human intervention, free of artificial ingredients, and directly derived from nature. This study employs a meta-analysis to synthesize relevant empirical studies from the past two decades, both domestic and international. It compares the effectiveness of heuristic cues versus systematic cues in shaping perceived product naturalness, and further examines the overall effect of PPN on consumer responses as well as its boundary conditions.The analysis includes 59 studies and 229 effect sizes. The results show that systematic cues are overall more influential than heuristic cues, and individual, product, and situational factors moderate the effectiveness of these cues. The findings also provide practical implications for the design of natural marketing cues and the guidance of consumer decision-making.

Key words: perceived product naturalness, meta-analysis, dual-system theory, consumer responses, cue diagnosticity theory