Environmental cues for healthy food marketing: The importance of in-store research into three conversions

Since retailers control the space where consumers tend to make the vast majority of their food purchase decisions, they can take measures to promote healthy living. Increasing relative sales of healthy food can contribute to the ongoing battle against preventable lifestyle diseases. We show how retailers can use impression management and environmental cues in their stores to influence consumers' sales responses to healthy food. This paper advocates in-store research in this realm and introduces three consumer behavior levels - reaching, stopping/holding, and closing the sale - as micro-conversions when retailers use impression management on their consumers. We showcase impression management at each conversion level by testing the effects of placing healthy and unhealthy food items on a floor display in the store area with the most traffic, with or without background music and an advertisement. The results demonstrate that a healthy food product can outperform the sales of popular unhealthy foods. The floor display, for example, increased the sales of the targeted “healthy product” by 570% on average during the intervention periods, compared with the baseline. We discuss the importance of in-store research into three conversions to enable further development of impression management and the use of environmental cues for healthy food promotion

Smart Shopping Carts to Increase Healthier Food Purchase: A Conjoint Experiment

Shopping carts, in general, should be suitable for carrying smart technology in the retail store environment. Also, a smart shopping cart can present verbal motivating stimuli to increase healthier food purchases. A conjoint experiment was used to test with a hypothetical purchasing task for young consumers (n=91) the potential of motivating stimulus on smart shopping carts to influence healthier purchases when buying frozen pizza. The results show a positive impact for all stimuli stemming from the smart shopping cart, three of which were health-based. This shows that stimuli revealing dynamic and personalized data through smart technology in a physical grocery retail setting have the potential to outperform traditional brand statements. Our conjoint experiment increased young consumers’ likelihood of choosing a healthier frozen pizza. This result demonstrates that verbal stimuli on smart shopping carts can function as motivating augmentals on young adult consumers’ healthier food purchases and are in line with the market positioning and customerservice focus of many retailers and brands today, emphasizing a social marketing standing

Smart Shopping Carts to Increase Healthier Food Purchase: A Conjoint Experiment

Shopping carts, in general, should be suitable for carrying smart technology in the retail store environment. Also, a smart shopping cart can present verbal motivating stimuli to increase healthier food purchases. A conjoint experiment was used to test with a hypothetical purchasing task for young consumers (n=91) the potential of motivating stimulus on smart shopping carts to influence healthier purchases when buying frozen pizza. The results show a positive impact for all stimuli stemming from the smart shopping cart, three of which were health-based. This shows that stimuli revealing dynamic and personalized data through smart technology in a physical grocery retail setting have the potential to outperform traditional brand statements. Our conjoint experiment increased young consumers’ likelihood of choosing a healthier frozen pizza. This result demonstrates that verbal stimuli on smart shopping carts can function as motivating augmentals on young adult consumers’ healthier food p urchases and are in line with the market positioning and customer-service focus of many retailers and brands today, emphasizing a social marketing standing.publishedVersio

The relative impact of health communication conveyed via quick response codes: A conjoint experiment among young thai consumers doing grocery shopping

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Utilizing consumer-based label equity to signal consumer products free from endocrine-disrupting chemicals

Endocrine-disrupting chemicals (EDCs) in consumer products present a global health concern. Yet, the understanding of consumer perceptions of EDC-related product labels is limited. This study investigated consumer reactions to such labels using data from 602 Scandinavian consumers. The results indicate a positive association between label performance (willingness to buy, pay in a local currency, pay extra, and recommend a product with the label) and a modified version of the consumer-based food label equity scale proposed by Coderre et al. (2022). Findings also suggest a positive relationship between awareness of EDCs and label performance of products with EDC-related labels. Our recommendations involve educating consumers, utilizing labels more effectively, and avoid warning labels for risks that are not well known and/or have a relatively low consumer-based label equity (CBLE)

The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation

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Market orientation, entrepreneurial orientation, level of e-commerce sophistication and performance : a study of Norwegian retailers

This study examines factors that may have an impact on the performance ofretailers involved in e-commerce. The main independent variables involved in the study are market orientation, level of e:..commerce sophistication and entrepreneurial orientation. Empirical tests were conducted on data from a mail survey on retailing firms in Norway. The questionnaire was sent to the general managers in 261 firms. 100 [mal usable responses were obtained, giving a response rate of38.3% in this study. A stepwise estimation approach resulted in a regression model consisting of five independent variables explaining 41.3 per cent of the variance in the performance variable. Entrepreneurial orientation was the variable with the greatest contribution, followed by the level of e-commerce sophistication towards customers. Both variables had a positive and significant impact on performance. The level ofe-commerce sophistication towards suppliers and environmental hostility had also a significant impact on performance, but well below the most forceful variables, and they both showed a negative relationship with performance. Market orientation turned out to be the least forceful variable in the overall results. The relationship between entrepreneurial orientation and performance detected in this study suggests that retailing' firms involved in e-commerce activities should be highly engaged in entrepreneurial activities. Adding value to the customers would as such require firms to constantly introduce new value-added services on their websites in terms ofnew or improved functionalities. The impact ofthe level of e-commerce sophistication towards customers on performance suggests that managers pay attention to the creation and maintenance of an effective website aimed at supporting the firm's marketing objectives. Since the results indicate that retailers are not experiencing performance gains from their e-commerce initiatives towards suppliers, firms should be very careful in implementing sophisticated supply chain e-commerce applications unless there is some clear performance-related evidence supporting such implementations. Finally, despite the fact that market orientation in this study was found to be the least forceful variable, the results also indicate that market orientation is the only variable making a unique contribution to the prediction of the level of e-commerce sophistication towards customers. Hence, it may be argued that market orientation is an antecedent ofthe level ofe-commerce sophistication towards customers, and that market orientation has a more facilitative role on firm performance rather than a causative role.EThOS - Electronic Theses Online ServiceGBUnited Kingdo

What affects shopper's choices of carrying devices in grocery retailing and what difference does it make? A literature review and conceptual model

Shopping carts, dating back at least to 1936, are not only used as an aid for shoppers to increase sales but are now being further developed and tested in relation to healthy food selection. To improve retailers’ ability to discover, generate, and capture the value related to both current practice and future innovations; such as consumers using smart carts when shopping, we systematically go through the empirical literature on carrying equipment in in-store shopping. We expose how limited the literature is by revealing the scarce number of studies on the effectiveness of baskets and carts on consumer behavior and especially when classified into different research themes. The contribution is a systematic literature review and a conceptual framework covering the most important factors affecting the choice of in-store carrying equipment, as well as the consequences of these choices in terms of in-store behaviors and transactional outcomes

The Use of Observational Technology to Study In-Store Behavior: Consumer Choice, Video Surveillance, and Retail Analytics

In in-store experimental analysis the store is the main laboratory. The paper provides an introduction to the research program aimed at improving the research practices in this laboratory, with a particular emphasis on the importance of behavioral data and the new opportunities that technology offers. In this modern day complicated “Skinner box” there are sets of well-studied stimuli – behavior interactions that constantly adapt to the latest economic environment and as such constantly stretch the boundaries of behavior analytic theory. But the retail setting is also of high importance to applied behavior analysis working on such issues as health, debt, environmental conservation, animal welfare, self-control and consumer protection in general. The paper presents a research strategy that emphasizes key environmental touch points throughout the customer journey in grocery retailing. We showcase the latest development by examining a particular research case by discussing the need for a behavioral economic understanding of the grand opening act of the grocery theater; the consumer choice of an in-store product carrying equipment (e.g. cart, basket or nothing). The conceptual system consists of a four-term contingency framework (molecular) as well as a more molar approach with conversion rate modeling where actual choice behavior is detected through video-surveillance. The data is analyzed using a Shopper Flow© Tracking System where the software is designed both to give automatic data on shopper behavior and to assist human observers in tracking individual shopping trips. We discuss behavioral classifications, methodology and implications related to the data from consumer tracking efforts