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How Does the Attitude to Sustainable Food Influence the Perception of Customers at the Point of Sale? - an Eye-Tracking Study

  • 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.

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Metadaten
Author:Julia Lamberz, Thorsten Litfin, Özlem Teckert, Gunther Meeh-Bunse
Title (English):How Does the Attitude to Sustainable Food Influence the Perception of Customers at the Point of Sale? - an Eye-Tracking Study
URL:http://hdl.handle.net/10419/207709
Parent Title (English):Proceedings of the ENTRENOVA - ENTerpriseREsearch InNOVAtion Conference
Publisher:IRENET - Society for Advancing Innovation and Research in Economy
Place of publication:Zagreb
Document Type:Conference Proceeding
Language:English
Year of Completion:2019
Release Date:2020/08/27
Tag:consumer behaviour; eye-tracking; sustainability; visual attention; visual merchandising
First Page:476
Last Page:483
Note:
ENTerprise REsearch InNOVAtion Conference ENTRENOVA 12-14, September 2019 Rovinj, Croatia
Faculties:Fakultät MKT / Institut für Management und Technik
DDC classes:300 Sozialwissenschaften / 330 Wirtschaft
Review Status:Veröffentlichte Fassung/Verlagsversion