Research On The Interaction Effect Between Green Food Information Type And Consumers’ Thinking Style

In recent years,with the frequent food scares and the improvement of living standards,people pay more attention to food health and safety,and green food has become most successful product category.Green food information is a major determinant of consumer purchase decision,the enterprise marketing personnel information through different strategies to guide consumers,but the research of interaction effect between information type and thinking style is less.Therefore,based on the information processing mechanism,we explored a interaction effect between different green information type and consumers’ thinking style,which in turn affects consumers’ green food evaluation and purchasing decisions.In the first study,a questionnaire survey was used to explore the impact of the matching of green information type and thinking style on the product evaluation and purchase intention of green food.The results show that when faced with process green information,consumers with holistic thinking style will have greater purchase intention and more positive product evaluation;When faced with result green information,consumers with analytic thinking style will have greater purchase intention and more positive product evaluation.Research 2 adopts the experimental method to manipulate the thinking style of consumers,which further verifies the conclusion of research 1 and explores the mediating effect of processing fluency.The results show that processing fluency plays an intermediary role.This study has positive theoretical and practical significance.The results enrich the theoretical research of green food marketing communication.The green information is divided into two types at the level of result and process,providing a new perspective of green information strategy.Matching information type with thinking style enriches the research in the field of processing fluency.The results have important practical significance in helping food enterprises to understand consumer behaviors and improve marketing communication effects.At the same time,this paper has a strong universality.Any target event contains both the result and the process.Facing the same event,people with different ways of thinking will focus on different aspects,which is another realistic problem reflected in this study.