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...
Autores principales: | , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
MDPI
2022
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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. |
format | Online Article Text |
id | pubmed-9105679 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2022 |
publisher | MDPI |
record_format | MEDLINE/PubMed |
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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