Research On The Impact Of Nutrient Information Literacy On Consumers’ Purchasing Behavior Of Organic Dairy Products And Protein Intake Effect

The diet nutrition of Chinese residents are related to the improvement of national quality and economic and social development.The "Healthy China 2030 Planning Outline" clearly points out that "the national strategy of comprehensively improving the health quality of the Chinese nation and realizing the coordinated development of people’s health and economic and social development should strengthen health education,guide reasonable diet,comprehensively popularize dietary nutrition knowledge,and guide residents to form scientific dietary habits",which fully reflects the priority strategic position of China’s residents’ health and the importance of dietary health research.With the implementation of policies such as the Healthy China 2030 Plan and the National Nutrition Plan(2017-2030)and the continuous advancement of the "Healthy China" strategy,the improvement of residents’ dietary health and nutritional status has gradually attracted attention.However,the dietary health status of Chinese residents still faces many problems and challenges,such as unreasonable dietary structure,insufficient protein intake,and micronutrient deficiencies.According to the "Dietary Guidelines for Chinese Residents(2022)",the consumption of dairy products among all groups in China is lower than the recommended intake,and the protein intake of dairy products is seriously insufficient.Organic dairy products have more advantages in protein content than ordinary dairy products,which plays an important role in improving immunity and improving the nutritional health of residents.Therefore,how to properly solve the problem of organic dairy consumption and insufficient protein intake has become an important problem to be solved urgently.Under the background of the "Healthy China 2030" strategy,exploring the impact of nutritional information literacy on consumers’ purchasing behavior and protein intake of organic dairy products not only broadens the research field of nutrition economics,but also has important significance for increasing consumers’ dairy protein intake and improving residents’ dietary nutrition level.Based on information processing theory,KAP theory and other related theories and consumer cognitive mechanism model,this study uses actual survey data and selection experiment data to verify the impact of nutritional information literacy on consumers’ purchasing behavior of organic dairy products.The mediating role of perceived value in its influence path,and the mediated moderating role of consumer trust in its influence path,the effect of nutritional information literacy on consumers’ protein intake in dairy products is further analyzed,and finally relevant policy suggestions are proposed.The main research contents and findings of this paper are as follows:First,theoretical analysis.First,based on the information processing theory,the impact of nutritional information literacy on consumers’ purchasing behavior of organic dairy products is analyzed.Secondly,based on the KAP theory and mathematical model,were used to analyze the influence mechanism of nutritional information literacy on consumers’ purchasing behavior of organic dairy products.Further clarify the mediating role of perceived value in the influence of nutritional information literacy on consumers’ purchasing behavior of organic dairy products and the mediating effect of consumer trust in its influence path.Thirdly,the effect of nutritional information literacy on the protein intake effect of dairy products was analyzed based on the nutrition demand model.Finally,a theoretical analysis framework of consumers’ organic dairy product purchasing behavior and protein intake effect is constructed based on theoretical analysis.Second,the impact of nutritional information literacy on consumers’ purchasing behavior of organic dairy products.Firstly,based on the theory of information processing,the nutrition information literacy index system is constructed.Secondly,the RPL model of discrete choice experiment is used to empirically test the impact of nutritional information literacy on consumers’ purchasing preference for organic dairy products,and further measure consumers’ willingness to pay(WTP).Thirdly,the propensity score matching method(PSM)were used to test the influence of nutritional information literacy and its different dimensions on consumers’ purchasing behavior.Finally,two methods are used for robustness testing.The study found that nutritional information literacy had a significant positive impact on consumers’ purchasing behavior of organic dairy products.Specifically,nutrition information awareness,nutrition information acquisition,nutrition information understanding and nutrition information use all have a significant positive impact on consumers’ organic dairy product purchasing behavior.Consumers with high nutritional information literacy are more likely to prefer organic label attributes,nutritional attributes(protein content),and nutritional information awareness,nutritional information acquisition,nutritional information understanding,and nutritional information use all significantly improve the marginal utility of nutritional attributes on consumers’ organic dairy purchases.Consumers with high nutritional information literacy have a higher marginal willingness to pay for organic label attributes and nutritional attributes(protein content),which are 1.778 RMB/box and 2.642 RMB/box,respectively.Through comparison,nutritional information awareness had the largest preference coefficient(3.057)for organic milk with higher protein content(3.8g/100ml)among the dimensions of nutritional information literacy(3.057),followed by nutritional information acquisition(2.981),nutritional information understanding(2.960)and nutritional information use(2.948).There were significant differences in the net effect of different dimensions of nutritional information literacy on consumers’ purchasing behavior of organic dairy products,among which the maximum net effect of nutritional information awareness on consumers’ purchasing behavior of organic dairy products was 0.162.Third,the influence mechanism of nutritional information literacy on consumers’ purchasing behavior of organic dairy products.Firstly,the discrete choice experimental RPL model is used to empirically test the influence of perceived value on consumers’ purchasing choice preference for organic dairy products.Secondly,the least squares method and the propensity score matching method(PSM)were used to test the impact of perceived value on consumers’ purchasing behavior of organic dairy products and its net effect.Thirdly,a mediation model is established to empirically test the relationship between perceived value in nutritional information literacy and consumers’ purchasing behavior of organic dairy products.Finally,the mediated moderation model is used to test the mediated moderation effect of consumer trust.The results show that consumers with high perceived value prefer organic label attributes,nutritional attributes(protein content),functional value,emotional value,social value and health value significantly improve the marginal utility of nutritional attributes on consumers’ organic dairy product purchase.By comparison,it was found that the preference coefficient of health value for organic milk with higher protein content(3.8g/100g)was the largest among the dimensions of nutritional information literacy(3.041),followed by emotional value(3.309),functional value(2.986)and social value(2.977).There were significant differences in the net effect of different dimensions of perceived value on consumers’ purchasing behavior of organic dairy products,and the maximum net effect of health value on consumers’ purchasing behavior of organic dairy products was 0.266.Perceived value has a significant positive impact on consumers’ organic dairy purchasing behavior,and there are obvious differences in different dimensions,among which emotional value has the greatest effect.Perceived value mediates the role of nutritional information literacy and consumers’ purchasing behavior in organic dairy products.The mediating effect of perceived value on consumers’ organic dairy purchasing behavior through nutritional information literacy was0.528,and passed the significance level test of 1%.Consumer trust plays a mediating role in the relationship between nutritional information literacy and consumers’ purchasing behavior of organic dairy products.Fourth,the effect of nutritional information literacy on the protein intake effect of dairy products among consumers.Firstly,a counterfactual framework is constructed by propensity score matching(PSM)to verify the positive effects of different dimensions of nutritional information literacy,including nutrition information awareness,nutrition information acquisition,nutrition information understanding and nutrition information use,on the protein intake of consumers’ organic dairy products.Secondly,the least squares method(OLS)was used to analyze the negative effects of different dimensions of nutritional information literacy on consumers’ protein intake of ordinary dairy products,that is,the crowding out effect on protein intake of ordinary dairy products.Finally,the robustness test is carried out by subdividing the sample and the sample self-selection Heckman model.The results showed that after correcting the self-selection bias of samples,different dimensions of nutritional information literacy had significant positive effects on consumers’ dairy protein intake.Among them,the net effect of nutritional information acquisition on the protein intake of consumers’ organic dairy products was 2.137 at the largest.Nutritional information literacy has a significant negative effect on the protein intake of ordinary dairy products,that is,the crowding out effect.The extrusion effect of ordinary dairy products was significantly higher among consumers in the four dimensions of low-income nutritional information literacy than that of high-income groups,among which the use of nutritional information had the greatest impact.Based on the above analysis,the following relevant policy implications are obtained:First,guide consumers to improve nutritional information literacy and increase the level of protein intake of dairy products.Second,enhance diversified benign social interaction with consumers,and attach importance to the diversified value needs of consumers.Third,give full play to the role of market reputation mechanism to improve consumers’ trust in organic dairy products.Fourth,increase the effective supply of organic dairy products and promote the formation of a virtuous cycle pattern of high quality and high price in the dairy market.Possible innovations in this article are:First,research perspective: Based on the perspective of nutrition economics,this paper explores the decision-making mechanism of consumers’ purchasing behavior of organic dairy products,explores the mechanism of consumer nutritional information literacy on the purchasing behavior of organic dairy products from four dimensions: nutritional information awareness,acquisition,understanding and use,and more systematically explains the differences and internal logical relationships between consumers with different nutritional pheromone levels on organic dairy products.There have been many studies to discuss the decision-making mechanism of organic product purchase behavior from the aspects of motivation,risk perception and trust,and this paper has some innovation in the research perspective.Second,in terms of research content: This paper deeply analyzes the internal logical relationship between nutritional information literacy,perceived value,consumer trust and consumers’ organic dairy product purchasing behavior,and further analyzes the effect of nutritional information literacy on consumers’ protein intake of dairy products.The analytical framework of Nutritional information literacy-perceived value-organic dairy purchasing behavior-protein intake is innovative.Although nutritional information,perceived value,and consumer trust are used as the precursor variables of consumer purchasing behavior,less attention is paid to the internal relationship between the three,and research on organic dairy products is lacking.This study reveals from both theoretical and empirical perspectives that perceived value plays a mediating effect in the influence of nutritional information literacy on consumers’ purchasing behavior of organic dairy products,and consumer trust plays a mediated moderating effect.The effects on protein intake were analyzed from the aspects of positive promotion effect and "crowding-out effect",and the existing literature was supplemented and expanded.Third,in terms of research methods: In this paper,the Discrete Choice Experiment(DCE)random parameter Logit(RPL)model is used to analyze consumers’ purchasing choice preference for organic dairy products.Compared with the existing literature,the traditional research methods of regression model and structural equation model are used to effectively reduce the bias of estimation results and solve the problem of endogeneity.Through the selection experiment to simulate the real scenario of consumer purchase,the attribute preference of consumers’ organic dairy products is accurately analyzed,and the marginal willingness to pay(WTP)of consumers is measured.Through the propensity score matching method(PSM),a counterfactual framework is constructed to effectively measure the net effect of nutritional information literacy on consumers’ purchasing behavior of organic dairy products,which can solve the endogenous problem while reducing the estimation bias and enhancing the authenticity of the data.