Consumer perception of bio-based products-An exploratory study in 5 European countries
Consumer perception of bio-based products-An exploratory study in 5 European countries
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DOI：
10.1016/j.njas.2016.03.007
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发表时间：
2016-06-01
影响因子：
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通讯作者：
Meeusen, Marieke
中科院分区：
文献类型：
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作者：
Sijtsema, Siet J.;Onwezen, Marleen C.;Meeusen, Marieke
这项研究探讨了人们的看法（即，积极和消极的联想，复杂的感情）关于一般和具体的生物基产品的“生物基”的概念。这项探索性研究是生物基础研究领域的首批消费者研究之一。在捷克共和国、丹麦、德国、意大利和荷兰组织了三次焦点小组讨论（共有89名参与者），其中应用了投射技术。“生物基”通常与积极的环境问题有关，如“自然性”和“环境友好”，但也与消极的环境相关，并在较小程度上与技术和健康问题有关。与“生物基”作为一个一般概念和特定的生物基产品的联系可以同时是积极和消极的，这引起了受访者的不确定性和复杂的感情。这个想法突出了“生物基”概念的复杂性和缺乏熟悉。消费者对生物基产品有一个整体的看法，即，他们联合收割机将他们对产品的不同方面的感知结合在对整个产品概念的评估中（例如，他们对原始产品的看法、可用性、生产方法、所用生物基材料的比例、价格、包装材料和外观）。关于“生物基”作为一个概念的讨论更为笼统和抽象，而与生物基产品有关的讨论和联想则更为具体。这项研究的定性方法详细说明了消费者的看法，这可以是认知和情感（包括积极的，消极的和混合的感觉“生物基”作为一个概念，以及生物基产品）的巨大变化。(C)2016年皇家荷兰农业科学学会。Elsevier B.V.出版，保留所有权利。
This study explores people's perceptions (i.e., positive and negative associations, mixed feelings) regarding the concept of 'bio-based' in general and specific bio-based products. This exploratory study is one of the first consumer studies in the field of bio-based research. Three focus group discussions were organized in the Czech Republic, Denmark, Germany, Italy, and The Netherlands (with 89 participants in total) in which projective techniques were applied.Results of these group discussions indicate that participants are unfamiliar with 'bio-based' as a concept. 'Bio-based' is most often associated with positive environmental issues as "naturalness" and "environmental friendly" but also with negative environmental associations and to a lesser extent with technological and health issues. Associations with 'bio-based' as a general concept and with particular bio-based products can be simultaneously positive and negative, which caused uncertainty and mixed feelings by the respondents. This idea highlights both the complexity of and a lack of familiarity with the concept of 'bio-based'. Consumers have a holistic perception of bio-based products, i.e., they combine their perception of different aspects of the product in an evaluation of the whole product concept (e.g., their perception of the original product, usability, production method, proportion of bio-based materials used, price, packaging material, and appearance). Discussions on 'bio-based' as a concept are more general and abstract, while discussions and associations related to bio-based products are more specific. This study's qualitative approach illustrates in detail the great variety in consumers' perceptions, which can be both cognitive and affective (including positive, negative and mixed feelings towards 'bio-based' as a concept as well as bio-based products). (C) 2016 Royal Netherlands Society for Agricultural Sciences. Published by Elsevier B.V. All rights reserved.