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Towards more interactive and sustainable food retailing: An empirical case study of the supermarket of the future

Roxanne van Giesen (CentERdata, Tilburg, The Netherlands)
Jorna Leenheer (Department of Marketing, School of Economics and Management, Tilburg University, Tilburg, The Netherlands)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 30 November 2018

Issue publication date: 21 March 2019

2840

Abstract

Purpose

The purpose of this paper is to investigate the potential of digital displays to enhance consumers’ shopping experience and sustainable consumption by more specifically informing consumers on the origin and sustainability of products.

Design/methodology/approach

An experimental field study was conducted in the Supermarket of the Future at the World Expo where sustainability information was displayed on interactive screens. There were three experimental groups: supermarket visitors who were put in a sustainability mind-set, supermarket visitors without a sustainability mind-set activation and non-visitors.

Findings

Store visitors extensively used the interactive displays, they intent to behave more sustainable in the future, and act more sustainable outside the food domain. Sustainability information through digital displays thus triggers consumers to think more about environmental concerns. Consumers who were activated to process sustainability information before entering the supermarket, show increased interest in the innovative shopping concept. Strong evidence that the increased interest translates into more sustainable consumer choices in the supermarket itself is lacking.

Originality/value

The authors obtain insight in consumer use of sustainability information presented on interactive displays in a retail environment and how this in turn affects behaviour. The study reveals that consumers can successfully be motivated to become more sustainable through interactive displays.

Keywords

Acknowledgements

The authors thank Millie Elsen (CentERdata), Maartje Elshout (CentERdata) and Marilena di Stasi (European Commission Directorate-General for Justice and Consumers) for their insightful comments on the study design. This study was conducted in the context of a contract with the Consumers, Health, Agriculture and Food Executive Agency (Chafea) on behalf of the European Commission Directorate-General for Justice and Consumers. The opinions expressed in this paper are those of Roxanne van Giesen and Jorna Leenheer only and do not represent the European Commission/Chafea position.

Citation

van Giesen, R. and Leenheer, J. (2019), "Towards more interactive and sustainable food retailing: An empirical case study of the supermarket of the future", International Journal of Retail & Distribution Management, Vol. 47 No. 1, pp. 55-75. https://doi.org/10.1108/IJRDM-11-2017-0280

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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