<abstract xmlns="http://www.w3.org/1999/xhtml">

<sec><h3>Background</h3><p>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.</p></sec>
<sec><h3>Objectives</h3><p>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.</p></sec>
<sec><h3>Methods/Approach</h3><p>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.</p></sec>
<sec><h3>Results</h3><p>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.</p></sec>
<sec><h3>Conclusions</h3><p>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.</p></sec>
</abstract>

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.

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

Osnabrück University of Applied Sciences

Faculty of Management, Culture and Technology

Business Systems Research Journal

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

BackgroundIf retailers and brand manufacturers of food succeed in presenting their products at the point of sale, quickly generating a high level of attention,...

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

Article Category: Research article

Published Online: Dec 03, 2020

Page range: 1 - 13

Received: Dec 17, 2019

Accepted: Apr 19, 2020

DOI: https://doi.org/10.2478/bsrj-2020-0023

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

© 2020 Julia Lamberz et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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

Article Category: Research article

Published Online: Dec 03, 2020

Page range: 1 - 13

Received: Dec 17, 2019

Accepted: Apr 19, 2020

DOI: https://doi.org/10.2478/bsrj-2020-0023

Keywordsconsumer behaviour, eye-tracking, sustainability, visual merchandising, visual attention

© 2020 Julia Lamberz et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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