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

8 Pages Posted: 11 Dec 2019

See all articles by Julia Lamberz

Julia Lamberz

University of Applied Science Osnabrück, Lingen Campus, Germany

Thorsten Litfin

University of Applied Science Osnabrück, Lingen Campus, Germany

Özlem Teckert

Osnabrück University of Applied Sciences, Lingen Campus, Germany

Gunther Meeh-Bunse

University of Applied Science Osnabrück, Lingen Campus, Germany

Date Written: September 12, 2019

Abstract

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.

Keywords: consumer behaviour, eye-tracking, sustainability, visual merchandising, visual attention

JEL Classification: M31, M37

Suggested Citation

Lamberz, Julia and Litfin, Thorsten and Teckert, Özlem and Meeh-Bunse, Gunther, How Does the Attitude to Sustainable Food Influence the Perception of Customers at the Point of Sale? - An Eye-Tracking Study (September 12, 2019). 2019 ENTRENOVA Conference Proceedings. Available at SSRN: https://ssrn.com/abstract=3491980 or http://dx.doi.org/10.2139/ssrn.3491980

Julia Lamberz (Contact Author)

University of Applied Science Osnabrück, Lingen Campus, Germany ( email )

Thorsten Litfin

University of Applied Science Osnabrück, Lingen Campus, Germany ( email )

Özlem Teckert

Osnabrück University of Applied Sciences, Lingen Campus, Germany ( email )

Kaiserstr. 10c
Lingen, 49809
Germany

Gunther Meeh-Bunse

University of Applied Science Osnabrück, Lingen Campus, Germany ( email )

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