TY  - CHAP
U1  - Konferenzveröffentlichung
A1  - Lamberz, Julia
A1  - Litfin, Thorsten
A1  - Teckert, Özlem
A1  - Meeh-Bunse, Gunther
T1  - How Does the Attitude to Sustainable Food Influence the Perception of Customers at the Point of Sale? - an Eye-Tracking Study
T2  - Proceedings of the ENTRENOVA - ENTerpriseREsearch InNOVAtion Conference
N2  - Sustainability is a growing megatrend in our society entailing an increasing importance of sustainable consumption. Consumers associate sustainable products with ecological and regional production including a high credibility. In order to take advantage of this trend manufacturers of sustainable foods must communicate the sustainability of their products via packaging and displays at the point of sale. The objective of this article is to examine how the design of display elements succeeds in conveying sustainability for a new organic juice. In addition, the perception of individual design elements of sustainable products is determined. To this end, a field study was carried out in a supermarket combining eye-tracking technology with a survey of 32 customers. At the entrance, customers were asked to buy a variety of the newly introduced "Emsländer" organic juice, and then participate in the survey. The results demonstrate that customers with a positive attitude towards sustainable food fixate individual display elements referring to sustainability components for longer and remember product features better. Hence, the positive attitude towards sustainable food results in a higher visual attention at the point of sale. These findings provide recommendations for the design of the display.
KW  - consumer behaviour
KW  - eye-tracking
KW  - sustainability
KW  - visual merchandising
KW  - visual attention
Y1  - 2019
UR  - http://hdl.handle.net/10419/207709
N1  - ENTerprise REsearch InNOVAtion Conference ENTRENOVA 12-14, September 2019 Rovinj, Croatia
SP  - 476
EP  - 483
PB  - IRENET - Society for Advancing Innovation and Research in Economy
CY  - Zagreb
ER  -