Z 世代对食品健康的看法:以凯洛格麦片为例--在德国和爱尔兰进行的定性研究

IF 3.7 Q2 ENVIRONMENTAL SCIENCES Cleaner and Responsible Consumption Pub Date : 2024-08-22 DOI:10.1016/j.clrc.2024.100218
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引用次数: 0

摘要

预防不健康饮食导致疾病的方法之一是帮助消费者做出更好的饮食选择。了解消费者对食品健康的看法有助于了解哪些指标对消费者选择健康食品非常重要。为了更好地了解 Z 世代对健康食品的看法,我们利用凯洛格品牌的样本产品在德国和爱尔兰开展了焦点小组讨论。每个焦点小组讨论都有 8 名年龄在 18-25 岁之间的年轻消费者参加。根据 Mayring 方法,对两个焦点小组的讨论进行了总结和分析。从本质上讲,两个焦点小组都使用相同的指标来评估产品的健康价值。这些指标包括配料表、营养价值表、包装设计和包装上的附加信息。小主题方面的明显差异是,德国年轻消费者对配料表进行了一般性讨论,并讨论了对配料的理解和顺序,而爱尔兰年轻消费者则对具体配料进行了更详细的讨论。此外,德国受试者认为产品包装上的绿色、蓝色和紫色是产品健康的标志,而爱尔兰受试者一般认为深色是产品健康的标志。德国受试者普遍认为产品的成分是最重要的指标,而爱尔兰受试者也认为营养价值信息非常重要。此外,在德国的焦点小组中,食品的多样性通常很重要,而在爱尔兰的焦点小组中,产地和价格则是指标。研究还表明,德国和爱尔兰的 Z 世代消费者在评估产品时存在不确定性,因此需要更好的消费者教育来提高他们的知识水平。
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Generation Z's perception of food healthiness: The case of Kellogg's cereals – A qualitative study in Germany and Ireland

One way to prevent diseases caused by unhealthy diets is to help consumers make better dietary choices. Knowledge about the consumer perception of food healthiness can help to understand which indicators are important for consumers to make healthy food choices.

Generation Z members are young consumers who can influence the market supply in the next few years. To better understand Generation Z's perception of healthy food, sample products from Kellogg's brand were used to conduct focus group discussions in Germany and Ireland. Eight young consumers, aged between 18 and 25 years, participated in each focus group discussion. Both focus group discussions were summarized and analyzed according to Mayring.

Essentially, what emerged was that both focus groups use the same indicators to evaluate the health value of a product. The indicators included the ingredient list, nutritional value table, packaging design, and additional information on the package. Noticeable differences in the subtopics were that young German consumers discussed the ingredient list in general and discussed the understanding and order of ingredients, whereas young Irish consumers discussed specific ingredients in more detail. In addition, German participants perceived the colours green, blue, and purple of product packaging as indicators of product healthiness, whereas Irish participants generally perceived darker colours as indicators. German participants generally perceived the ingredients of a product as the most important indicator, whereas Irish participants also considered the nutritional value information to be very important. Furthermore, a variety of foods was generally important in the German focus group, and origin and price were indicators in the Irish focus group. The study also shows that Generation Z consumers in Germany and Ireland are uncertain when evaluating a product, and thus, better consumer education is desired to improve the level of knowledge.

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来源期刊
Cleaner and Responsible Consumption
Cleaner and Responsible Consumption Social Sciences-Social Sciences (miscellaneous)
CiteScore
4.70
自引率
0.00%
发文量
40
审稿时长
99 days
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