The relationship between in-store marketing and observed sales for organic versus fair trade products

To stimulate sales of sustainable products, such as organic and fair trade products, retailers need to know whether their in-store instruments effectively enhance market shares. This study uses sales data and a multilevel modeling approach to explain the market shares of sustainable products according to shelf layout factors, price level, price promotions, and consumer demographics. It argues that the effect of these variables differs between organic versus fair trade products, as buying motives might differ, organic buyers tend to be more loyal, and price is a more informative signal of quality for organic products. Results show that the number of facings has a positive relationship with the market share of fair trade brands, but not with the market share of organic brands. The same holds for the price difference with the leading brand, which is important for fair trade brands but not for organic brands. In contrast, an arrangement of the product category by brand is associated with higher market share for organic brands but not for fair trade brands. Additionally, placement at eye level and clustering of items benefits both types of sustainable brands, whereas they appear to be not very sensitive to price promotions. Finally, higher sales of sustainable products are found in areas where the customer base is older and has a higher education level. Keywords Organic . Fair trade . Shelf layout . Price promotions . Market share . Sales dat

Perceptions and Evaluations of Assortment Variety

Given the explosive growth in the number of products, managing their assortments is a challenging task for retailers. An understanding of consumer responses to changes in assortment size and composition is required. This dissertation examines consumers' perceptions and evaluations of product assortments, with a focus on assortment variety. It investigates diverse measures of assortment variety, the influence of variety aspects on consumers' expectations of choice success and effort, and the combined influence of variety aspects, expertise, and preference awareness on store preference. In addition, a first exploration of consumers' product assortments, i.e. assortments that are owned by consumers, is provided.

The mechanisms of social norms’ influence on consumer decision making:A Meta-analysis

In the past decades, marketing practitioners have embraced social norms as a powerful instrument of influencing consumers' behavior. An important distinction has been made between descriptive norms (what most others do) and injunctive norms (what others approve of), and this meta-analysis across 297 studies examines the effects of these types of social norms on consumer decision-making processes. We argue that descriptive norms directly influence behavior, and consequently that their effect on behavior should be stronger than that of injunctive norms. Injunctive norms, by contrast, should be more strongly related to intentions than descriptive norms. Results of the meta-analysis support these predictions, and furthermore provide new insights into the moderating effects of aspects of the norm (specificity of the norm, norm source) and of the target person (gender, age)

Consumers' evaluations of socially responsible activities in retailing

The authors approached Corporate Social Responsibility (CSR) as a process in which particular CSR activities impact on consumers’ store evaluation and trust. They hypothesized that consumers classify CSR activities along two dimensions: (1) the beneficiary of the activity and (2) the intrinsic contribution of the retailer, implying that consumers are interested in who reaps the benefits of the activity and how much the retailer invests in the activity. This conceptualization is confirmed in two field studies with 823 and 486 consumer

Convenient tools and social norms: Measuring the effectiveness of an intervention to reduce household food waste

Halving food loss and waste is the target of the UN’s Sustainability Development Goal 12.3, and household food waste constitutes a substantial part of global food waste. Effective interventions that decrease household food waste are urgently needed, and these could target various underlying behaviours such as planning, storing, preparing and consuming. There is a lack of studies that develop interventions based on theory and that compare different intervention options. Moreover, in testing the effectiveness of such interventions, possible influences caused by the measurement method need to be assessed. The current study explores two interventions, based on the Motivation-Opportunity-Ability framework, to test if combining a tool package (containing various waste-reducing tools such as a measuring cup, stickers, leaflets, recipes) with a motivational message based on social norms is more effective than the tool package alone. Additionally, it examines the effects of using a self-reported survey measurement for household food waste, to ensure that results are not caused by increased consumer awareness of food waste due to measurement alone. Findings show that the tool package significantly improves waste-preventing behaviours, and decreases self-reported food waste by 39.2% (experiment 1) and 23.0% (experiment 2). Effects on waste-preventing behaviours are stronger when social norm elements are added in the intervention. Results of the second experiment indicate that effects of self-reported measurement are minimal, which provides initial support for the use of self-reported food waste measurement in intervention testing albeit that underreporting remains an issue and more research is needed