The consumer journey: A new methodology to study the effects of store and product information on consumers’ responses to sustainable foods and clothing fabrics

IF 4.9 1区农林科学 Q1 FOOD SCIENCE & TECHNOLOGY

Food Quality and Preference Pub Date : 2024-11-27 DOI:10.1016/j.foodqual.2024.105381

René A. de Wijk , Anke M. Janssen , Liam Dwyer

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引用次数: 0

Abstract

Background

Consumer experiences are not only based on how a food tastes or clothing fabric feels but also on factors such as the store of purchase and product information.

Method

Participants were taken on virtual consumer journeys to monitor their reactions to sustainable foods or clothing fabrics. After a virtual ‘purchase’, an ingredient/material information phase followed, whereafter foods were tasted or T-shirt sleeves were felt.

Results

Heart rate and skin conductance were significantly affected by the type of food (p < 0.001), while the type of fabric and information significantly influenced facial expressions (p < 0.05). Sustainable supermarket assortment foods triggered higher skin conductance and more negatively valenced facial expressions than those from the regular assortment (p < 0.05). Reformulated muffin, yoghurt drink, and Bolognese sauce triggered higher skin conductance, while this was lower for reformulated cookies and lentil burgers. Facial expressions were more positive for reformulated cookies and more negative for reformulated lentil burgers (p < 0.05). Fabric from reused clothing triggered negative facial expressions and increased heart rate and skin conductance (p < 0.01), especially in combination with an upscale store. Fabrics from nettles and polylactic acid were similar to reactions to the familiar benchmark (organic cotton), namely lowered heart rate and skin conductance, and positive facial expressions.

Conclusion

This methodology identified opportunities for the development of sustainable foods and fabrics that are acceptable to consumers and could therefore be a valuable tool in the development of sustainable products that are successful in the marketplace.

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来源期刊

Food Quality and Preference 工程技术-食品科技

CiteScore

10.40

自引率

15.10%

发文量

263

审稿时长

38 days

期刊介绍： Food Quality and Preference is a journal devoted to sensory, consumer and behavioural research in food and non-food products. It publishes original research, critical reviews, and short communications in sensory and consumer science, and sensometrics. In addition, the journal publishes special invited issues on important timely topics and from relevant conferences. These are aimed at bridging the gap between research and application, bringing together authors and readers in consumer and market research, sensory science, sensometrics and sensory evaluation, nutrition and food choice, as well as food research, product development and sensory quality assurance. Submissions to Food Quality and Preference are limited to papers that include some form of human measurement; papers that are limited to physical/chemical measures or the routine application of sensory, consumer or econometric analysis will not be considered unless they specifically make a novel scientific contribution in line with the journal''s coverage as outlined below.