Is there a Link between Sustainability, Perception and Buying Decision at the Point of Sale?

IF 16.4 1区 化学 Q1 CHEMISTRY, MULTIDISCIPLINARY
Julia Lamberz, Thorsten Litfin, Özlem Teckert, Gunther Meeh-Bunse
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引用次数: 3

Abstract

Abstract Background If retailers and brand manufacturers of food succeed in presenting their products at the point of sale, quickly generating a high level of attention, the likelihood of a purchase is significantly increased. Particularly, in recent years, they have been relying on the megatrend of sustainability. The importance of sustainable food has grown accordingly. Hence, an increasing number of manufacturers are challenged to communicate the sustainability of their products via packaging and displays at the point of sale. Objectives The aim of this article is: to examine to what extent the design of individual packaging and display elements of new sustainable direct juice succeeds in visually communicating sustainability aspects. At the same time the willingness to pay of customers interested in sustainability must be commercialized. Methods/Approach The focus is on a real shopping situation in conditions that are as regular as possible. The perception of a display must be recorded by eye-tracking technology. A preliminary survey must examine consumers' attitudes towards sustainable food in order to relate it to the perception of individual display elements. For this purpose, the eye-tracking technology was combined with a survey of 32 customers. Results The results demonstrate that customers with a positive attitude towards sustainable food behave in the following way: they fix individual packaging and display elements that refer to sustainable components for a longer period of time; they remember product features better and they tend to have a slightly higher willingness to pay for the sustainable direct juice. Conclusions The configuration of an authentic and natural shopping situation provides the manufacturer with concrete recommendations for the design of the display. This communicates the sustainability of its product and thus generates the desired attention.
可持续性、感知和销售点的购买决策之间是否存在联系?
如果食品零售商和品牌制造商成功地在销售点展示他们的产品,迅速产生高水平的关注,购买的可能性就会大大增加。特别是近年来,他们一直依赖于可持续发展的大趋势。可持续食品的重要性也随之增加。因此,越来越多的制造商面临着通过包装和销售点展示其产品的可持续性的挑战。本文的目的是:研究在多大程度上个人包装和展示元素的设计,新的可持续直接果汁成功的视觉传达可持续发展方面。与此同时,对可持续性感兴趣的客户的付费意愿必须商业化。方法/方法重点是在一个真实的购物情况下,条件是尽可能的规律。对显示器的感知必须通过眼球追踪技术记录下来。初步调查必须检查消费者对可持续食品的态度,以便将其与个人展示元素的感知联系起来。为此,眼动追踪技术与对32名顾客的调查相结合。结果结果表明,对可持续食品持积极态度的消费者表现为:他们在较长时间内固定了与可持续成分相关的单个包装和展示元素;他们能更好地记住产品的特点,他们倾向于有更高的意愿为可持续的直接果汁付费。结论真实、自然的购物场景配置为商家提供了具体的展示设计建议。这传达了其产品的可持续性,从而产生了所需的关注。
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来源期刊
Accounts of Chemical Research
Accounts of Chemical Research 化学-化学综合
CiteScore
31.40
自引率
1.10%
发文量
312
审稿时长
2 months
期刊介绍: Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.
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