由於客戶群體的食物偏好越來越健康且注重永續性，植物性肉類與肉類替代品在市場上所得到的關注也與日俱增。本研究探討產品描述語(即「素食肉類」與「肉類替代品」)對客戶群體購買意願的影響。本研究以框架效應與心理本質主義理論為基礎，探討產品描述語與本質主義信念之間的關聯，並以預期肉類愉悅感為中介變項。本研究將受試者分組進行比較實驗，調查對象隨機分配予不同的產品描述語條件，並評估其購買意圖、預期肉類愉悅感與本質主義傾向。研究結果表明，標示為「肉類替代品」的產品比標示為「植物性肉類」的產品更能引發購買意圖，這主要歸因於前者與預期肉類愉悅感的聯想更強。本質主義顯著調節了產品描述語對購買意願的直接影響，但未調節對預期肉類愉悅感的間接影響。相較於「植物性肉類」，具高度本質主義傾向的個體更偏好「肉類替代品」的描述語。本研究對替代蛋白產品消費決策的文獻提供了理論支持，並深入探討本質主義信念在食物選擇中所扮演的角色。此外，本研究結果可為行銷人員在策略性使用產品描述語以提升消費者吸引力提供實務啟示，並對未來研究與管理應用提供建議。

As consumer preferences transition to more balanced and environmentally conscious food options, plant-based and meat-alternative products have gained significant market attention. This study examines the impact of product descriptors, specifically“plant-based meat” versus “meat alternatives” on consumer purchase intentions. Grounded in the framing effect and psychological essentialism theories, this research explores the interplay between product descriptors and essentialist beliefs, with expected meat pleasure serving as a mediating variable. An experimental design involving between-subjects was utilized, wherein the individuals involved were exposed to different product descriptor conditions and subsequently assessed on purchase intention, expected meat pleasure, and essentialist tendencies. The findings indicate that products labeled as “meat alternatives” elicit higher purchase intentions than those labeled as “plant-based meat,” primarily due to their stronger association with expected meat pleasure. Essentialism significantly moderated the direct relationship between product descriptors and purchase intention but did not moderate the indirect effect of product descriptors via expected meat pleasure. Specifically, individuals with higher levels of essentialism showed a stronger preference for the descriptor “meat alternative” over “plant-based meat. The findings presented here add valuable insights add to what is already known about how consumers make purchases within the framework of alternative protein sources, proposing theoretical insights into the role of essentialist beliefs in food choice. Furthermore, the findings provide practical implications for marketers regarding the strategic use of product descriptors to optimize consumer appeal. Directions for future research and managerial applications are also discussed.

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