Understanding Consumer Resistance to the Consumption of Environmentally-Friendly Agricultural Products: A Case of Bio-Concentrated Liquid Fertilizer Product
Understanding Consumer Resistance to the Consumption of Environmentally-Friendly Agricultural Products: A Case of Bio-Concentrated Liquid Fertilizer Product
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DOI：
10.5539/jas.v14n6p1
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发表时间：
2022-05
影响因子：
2
通讯作者：
Zhen Wu;Yoshifumi Takahashi;M. Yabe
中科院分区：
文献类型：
--
作者：
Zhen Wu;Yoshifumi Takahashi;M. Yabe
沼气发酵消化污泥是一种可持续的资源，可用作液体肥料。针对目前液体肥料运输成本高的问题，开发了一种新型液体肥料--生物浓缩液体肥料（Bio-CLF）。作为一种创新产品，Bio-CLF不可避免地会受到消费者的强烈抵制。因此，我们使用创新阻力理论（IRT）来确定消费者抵制Bio-CLF产品的原因。通过互联网从东京等3个大城市共抽取了2,000份样本，最终选出703份样本进行分析。感知风险、复杂性和对现有产品的态度对消费者对Bio-CLF产品的抵抗力有积极和直接的影响，而动机和购买意愿对消费者对Bio-CLF产品的抵抗力有消极和直接的影响。值得注意的是，相对优势和兼容性对动机产生了积极影响，并间接影响了消费者对Bio-CLF产品的抵抗力，其结果与IRT不一致，因为这些特征可能对抵抗力产生直接影响。此外，我们选择为市场经理提供一些建议：（1）为Bio-CLF产品分配专门的角落，（2）将Bio-CLF产品与其他绿色产品放在一起。对于生产者：（1）生产信息的公开;（2）设计美观清晰的标签页;（3）证明Bio-CLF的优势，证明Bio-CLF产品是绿色产品。
Methane fermentation digested sludge is a sustainable resource that is used as a liquid fertilizer. An innovative liquid fertilizer called Bio-Concentrated Liquid Fertilizer (Bio-CLF) was developed to solve the problems such as high transportation cost associated with current liquid fertilizer. As an innovation product, Bio-CLF inevitably creates remarkable resistance from consumers. Hence, we used the Innovation Resistance Theory (IRT) to determine the reasons for consumer resistance to Bio-CLF products. A total of 2,000 samples from three major cities, including Tokyo, were extracted via the Internet, and 703 samples were finally selected for analysis. Perceived risk, complexity, and attitude toward existing products were found to have a positive and direct impact on consumer resistance to Bio-CLF products, while motivation and purchase intention were found to have a negative and direct impact on consumer resistance to Bio-CLF products. Notably, Relative Advantage and Compatibility had a positive impact on motivation and indirectly influenced consumer resistance to Bio-CLF products, the results of which are inconsistent with IRT, as those characteristics could have a direct influence on resistance. Additionally, we opted to provide some advice that for market managers: (1) allocate a specialized corner for the Bio-CLF product and (2) place the Bio-CLF product alongside other green products. For producers: (1) disclosure of production information; (2) design of an attractive and clear label sheet; (3) proving the advantage of Bio-CLF and that the Bio-CLF product is a green product.