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

Lamberz, Julia; Litfin, Thorsten; Teckert, Özlem; Meeh-Bunse, Gunther

doi:10.2139/ssrn.3491980

Cited by 5 publications

(4 citation statements)

References 7 publications

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“…In particular, the eye-tracking metrics could not achieve a significant result due to fewer glances at individual AOIs. This may change with a representative sample size (Lamberz et al, 2019). Another limitation of the study refers to the number of sample supermarkets.…”

Section: Discussionmentioning

confidence: 99%

“…The significance of sustainability for customers will also be determined. Furthermore, extent to what this significance is related to the perception of individual display elements are in the research focus (Lamberz et al, 2019). It is also considered to what extent the importance of sustainability influences the willingness to pay for one litre of sustainable direct juice.…”

Section: Introductionmentioning

confidence: 99%

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

Lamberz

Litfin

Teckert

et al. 2020

Business Systems Research Journal

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BackgroundIf 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.ObjectivesThe 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/ApproachThe 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.ResultsThe 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.ConclusionsThe 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.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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

Lamberz

Litfin

Teckert

et al. 2020

Business Systems Research Journal

Self Cite

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show abstract

“…Despite this circumstance, much research conducted with ET glasses in the domain of green consumption is concerned with the simulation of shopping environments. Exceptions are [11,12]. In [11], customers of a supermarket were asked to choose among variants of a new organic fruit juice.…”

Section: Approaches and Challengesmentioning

confidence: 99%

“…Exceptions are [11,12]. In [11], customers of a supermarket were asked to choose among variants of a new organic fruit juice. The findings of the study included a clear relation among participants' positive attitude towards sustainable food, the fixation time spent on elements of product displays that recall sustainable aspects and people's capability of remembering those elements.…”

Section: Approaches and Challengesmentioning

confidence: 99%

A Framework to Evaluate Areas of Interest for Sustainable Products and Designs

et al. 2022

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Experience and evaluation research on sustainable products’ design is increasingly supported by eye-tracking tools. In particular, many studies have investigated the effect of gazing at or fixating on Areas of Interest on products’ evaluations, and in a number of cases, they have inferred the critical graphical elements leading to the preference of sustainable products. This paper is motivated by the lack of generalizability of the results of these studies, which have predominantly targeted specific products and Areas of Interest. In addition, it has also been overlooked that the observation of some Areas of Interest, despite not specifically targeting sustainable aspects, can lead consumers to prefer or appreciate sustainable products in any case. Furthermore, it has to be noted that sustainable products can be recognized based on their design (shape, material, lack of waste generated) and/or, more diffusedly, information clearly delivered on packaging and in advertising. With reference to the latter, this paper collected and classified Areas of Interest dealt with in past studies, markedly in eco-design and green consumption, and characterized by their potential generalizability. Specifically, the identified classes of Areas of Interest are not peculiar to specific products or economic sectors. These classes were further distinguished into “Content”, i.e., the quality aspect they intend to highlight, and “Form”, i.e., the graphical element used as a form of communication. This framework of Areas of Interest is the major contribution of the paper. Such a framework is needed to study regularities across multiple product categories in terms of how the observation of Areas of Interest leads to product appreciation and value perception. In addition, the potential significant differences between sustainable and commonplace products can be better investigated.

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Accelerating sustainable consumption by putting “simplicity” and consumer neuroscience to work: a conceptual framework

Khubchandani,

Menon,

Raman

2024

BIJ

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PurposeSustainable consumption has far-reaching implications globally, with promotion of sustainable consumption also identified as one of the sustainable development goals (SDGs). Hence, there is a need for relevant information to guide consumer buying decisions. Eco-labels have been created to serve as one of the key communication platforms for this purpose, but studies indicate low levels of comprehension. Hence this paper proposes a conceptual framework using established neuroscience theories and principles to address this topic of significance.Design/methodology/approachThe “Simplicity Principle” propagates that simpler explanations find place over complex ones. Also, the Dual System Theory focuses on the two systems, intuitive System 1 and cognitive System 2, used by the brain to process information. We spotted a research gap here and leveraged these theories and drew from several earlier studies to propose a framework that presenting information in a “simple” manner on eco-labels would accelerate sustainable consumption.FindingsSystem 1 works to reduce cognitive process and load on System 2, influencing overall choice and purchase decision. System 2 capacity requires the need to minimize cognitive load through processing simpler messages. Quick processing of information by System 1 generates impressions, attention and attitude. Once accepted by System 2, these often remain unchanged unless necessary and invariably turn into beliefs and voluntary action. Simplicity leverages speed and effortless processing ability of System 1, reducing effort of cognition by System 2 and enabling a decision (to purchase “green”).Practical implicationsSustainability and sustainable consumption are matters of social and environmental concern and significance. This framework proposes the need for policymakers and businesses to consider adopting the “simplicity” approach in promoting sustainable consumption through bridging the vital gap in the understanding of eco-labels by consumers. There are implications and opportunities for researchers to conduct empirical research across different categories to validate this framework.Originality/valueWhile several methods have been explored and implemented, given the significance of sustainability and sustainable consumption, eco-labels suffer from lack of comprehension, thus affecting adoption by consumers. Applying fundamental neuroscience principles of “simplicity” seems to have been overlooked so far toward addressing this gap. This framework proposes that applying “simplicity” to stimuli such as eco-labels and communications be considered to address and correct the situation and help to accelerate sustainable consumption.

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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

Cited by 5 publications

References 7 publications

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

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

A Framework to Evaluate Areas of Interest for Sustainable Products and Designs

Accelerating sustainable consumption by putting “simplicity” and consumer neuroscience to work: a conceptual framework

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