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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

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 12-14 September 2019

Author

Listed:
  • Lamberz, Julia
  • Litfin, Thorsten
  • Teckert, Özlem
  • Meeh-Bunse, Gunther

Abstract

mportance 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.

Suggested Citation

  • Lamberz, Julia & Litfin, Thorsten & Teckert, Özlem & Meeh-Bunse, Gunther, 2019. "How Does the Attitude to Sustainable Food Influence the Perception of Customers at the Point of Sale? - an Eye-Tracking Study," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2019), Rovinj, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 12-14 September 2019, pages 476-483, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr19:207709
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    File URL: https://www.econstor.eu/bitstream/10419/207709/1/53-ENT-2019-Lamberz-et-al-476-483.pdf
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    References listed on IDEAS

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    1. Marie von Meyer-Höfer, 2016. "Erwartungen schweizerischer und deutscher Verbraucher an nachhaltige Lebensmittel," Journal of Socio-Economics in Agriculture (Until 2015: Yearbook of Socioeconomics in Agriculture), Swiss Society for Agricultural Economics and Rural Sociology, vol. 1(1), pages 1-13.
    2. Grunert, Klaus G., 2011. "Sustainability in the Food Sector: A Consumer Behaviour Perspective," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 2(3), pages 1-12, December.
    3. Huddleston, Patricia T. & Behe, Bridget K. & Driesener, Carl & Minahan, S., 2018. "Inside-outside: Using eye-tracking to investigate search-choice processes in the retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 85-93.
    4. Van Loo, Ellen J. & Caputo, Vincenzina & Nayga, Rodolfo M. & Seo, Han-Seok & Zhang, Baoyue & Verbeke, Wim, 2015. "Sustainability labels on coffee: Consumer preferences, willingness-to-pay and visual attention to attributes," Ecological Economics, Elsevier, vol. 118(C), pages 215-225.
    5. Clement, Jesper & Kristensen, Tore & Grønhaug, Kjell, 2013. "Understanding consumers' in-store visual perception: The influence of package design features on visual attention," Journal of Retailing and Consumer Services, Elsevier, vol. 20(2), pages 234-239.
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    Cited by:

    1. Yuri Borgianni & Lorenzo Maccioni & Anton Dignös & Demis Basso, 2022. "A Framework to Evaluate Areas of Interest for Sustainable Products and Designs," Sustainability, MDPI, vol. 14(13), pages 1-17, June.

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    More about this item

    Keywords

    consumer behaviour; eye-tracking; sustainability; visual merchandising; visual attention;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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