Restore the Feeling and Return to Nature:The Effect of Feeling of Groundedness on Consumers'Preference for Natural Products
This research examined the effects of feeling of groundedness on consumers'preference for natural products and explored the underlying psychological mechanism from the perspective of psychological connection.Across four studies,the re-sults indicate that consumers with a strong feeling of groundedness have a higher prefer-ence for natural products.Nature connection,social connection,and past self-continuity play mediating roles in this effect.Furthermore,this effect is moderated by the threat of ontological security.Specifically,when consumers'ontological security is threatened,the feeling of groundedness induces a preference for natural products.By contrast,when consumers'ontological security is not threatened,the impact of the feeling of groundedness on preference for natural products weakens.This research highlights individual psychologi-cal factors that influence preference for natural products and improves our understanding of how to promote natural products,with implications for both marketers and policy-makers.
Feeling of GroundednessNatural ProductsPsychological ConnectionOntological Security Threat
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