Understanding the Interaction between Regulatory Focus and Message Framing in Determining Chinese Consumers’ Attitudes toward Artificial Meat

While production and consumption of meat cast a shadow over the prospects for sustainable development, artificial meat may be the solution. However, consumer acceptability of artificial meat is a major impediment to its use as a suitable alternative. This study analyzed the relationship between regu...

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Autores principales: Shi, Hongxu, Ma, Peihua, Zeng, Yinchu, Sheng, Jiping
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9105679/
https://www.ncbi.nlm.nih.gov/pubmed/35564343
http://dx.doi.org/10.3390/ijerph19094948
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author Shi, Hongxu
Ma, Peihua
Zeng, Yinchu
Sheng, Jiping
author_facet Shi, Hongxu
Ma, Peihua
Zeng, Yinchu
Sheng, Jiping
author_sort Shi, Hongxu
collection PubMed
description While production and consumption of meat cast a shadow over the prospects for sustainable development, artificial meat may be the solution. However, consumer acceptability of artificial meat is a major impediment to its use as a suitable alternative. This study analyzed the relationship between regulatory focus and consumer acceptance of artificial meat using randomized controlled trial data. Results showed that promotion focus results in a higher acceptance of artificial meat products due to a higher perceived benefit and lower perceived risk, whereas prevention focus results in a lower acceptance of artificial meat products due to perceived benefit being lower and perceived risk being higher. The moderating effect of the message framing was investigated employing structural equation modeling (SEM). It was discovered that a gain-oriented message framing could greatly strengthen the association between promotion focus and perceived benefit, whereas an avoidance-oriented message framing could significantly diminish the relationship between prevention focus and perceived risk. This study has crucial implications for how policymakers and industries communicate with consumers about artificial meat.
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spelling pubmed-91056792022-05-14 Understanding the Interaction between Regulatory Focus and Message Framing in Determining Chinese Consumers’ Attitudes toward Artificial Meat Shi, Hongxu Ma, Peihua Zeng, Yinchu Sheng, Jiping Int J Environ Res Public Health Article While production and consumption of meat cast a shadow over the prospects for sustainable development, artificial meat may be the solution. However, consumer acceptability of artificial meat is a major impediment to its use as a suitable alternative. This study analyzed the relationship between regulatory focus and consumer acceptance of artificial meat using randomized controlled trial data. Results showed that promotion focus results in a higher acceptance of artificial meat products due to a higher perceived benefit and lower perceived risk, whereas prevention focus results in a lower acceptance of artificial meat products due to perceived benefit being lower and perceived risk being higher. The moderating effect of the message framing was investigated employing structural equation modeling (SEM). It was discovered that a gain-oriented message framing could greatly strengthen the association between promotion focus and perceived benefit, whereas an avoidance-oriented message framing could significantly diminish the relationship between prevention focus and perceived risk. This study has crucial implications for how policymakers and industries communicate with consumers about artificial meat. MDPI 2022-04-19 /pmc/articles/PMC9105679/ /pubmed/35564343 http://dx.doi.org/10.3390/ijerph19094948 Text en © 2022 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Shi, Hongxu
Ma, Peihua
Zeng, Yinchu
Sheng, Jiping
Understanding the Interaction between Regulatory Focus and Message Framing in Determining Chinese Consumers’ Attitudes toward Artificial Meat
title Understanding the Interaction between Regulatory Focus and Message Framing in Determining Chinese Consumers’ Attitudes toward Artificial Meat
title_full Understanding the Interaction between Regulatory Focus and Message Framing in Determining Chinese Consumers’ Attitudes toward Artificial Meat
title_fullStr Understanding the Interaction between Regulatory Focus and Message Framing in Determining Chinese Consumers’ Attitudes toward Artificial Meat
title_full_unstemmed Understanding the Interaction between Regulatory Focus and Message Framing in Determining Chinese Consumers’ Attitudes toward Artificial Meat
title_short Understanding the Interaction between Regulatory Focus and Message Framing in Determining Chinese Consumers’ Attitudes toward Artificial Meat
title_sort understanding the interaction between regulatory focus and message framing in determining chinese consumers’ attitudes toward artificial meat
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9105679/
https://www.ncbi.nlm.nih.gov/pubmed/35564343
http://dx.doi.org/10.3390/ijerph19094948
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