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

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

Julia Lamberz ; Osnabrück University of Applied Sciences, Faculty of Management, Culture and Technology, Germany
Thorsten Litfin ; Osnabrück University of Applied Sciences, Faculty of Management, Culture and Technology, Germany
Özlem Teckert ; Osnabrück University of Applied Sciences, Faculty of Management, Culture and Technology, Germany
Gunther Meeh-Bunse   ORCID icon orcid.org/0000-0002-8546-2823 ; Osnabrück University of Applied Sciences, Faculty of Management, Culture and Technology, Germany

Puni tekst: engleski, pdf (866 KB) str. 1-13 preuzimanja: 180* citiraj
APA 6th Edition
Lamberz, J., Litfin, T., Teckert, Ö. i Meeh-Bunse, G. (2020). Is there a Link between Sustainability, Perception and Buying Decision at the Point of Sale?. Business Systems Research, 11 (3), 1-13. https://doi.org/10.2478/bsrj-2020-0023
MLA 8th Edition
Lamberz, Julia, et al. "Is there a Link between Sustainability, Perception and Buying Decision at the Point of Sale?." Business Systems Research, vol. 11, br. 3, 2020, str. 1-13. https://doi.org/10.2478/bsrj-2020-0023. Citirano 09.03.2021.
Chicago 17th Edition
Lamberz, Julia, Thorsten Litfin, Özlem Teckert i Gunther Meeh-Bunse. "Is there a Link between Sustainability, Perception and Buying Decision at the Point of Sale?." Business Systems Research 11, br. 3 (2020): 1-13. https://doi.org/10.2478/bsrj-2020-0023
Harvard
Lamberz, J., et al. (2020). 'Is there a Link between Sustainability, Perception and Buying Decision at the Point of Sale?', Business Systems Research, 11(3), str. 1-13. https://doi.org/10.2478/bsrj-2020-0023
Vancouver
Lamberz J, Litfin T, Teckert Ö, Meeh-Bunse G. Is there a Link between Sustainability, Perception and Buying Decision at the Point of Sale?. Business Systems Research [Internet]. 2020 [pristupljeno 09.03.2021.];11(3):1-13. https://doi.org/10.2478/bsrj-2020-0023
IEEE
J. Lamberz, T. Litfin, Ö. Teckert i G. Meeh-Bunse, "Is there a Link between Sustainability, Perception and Buying Decision at the Point of Sale?", Business Systems Research, vol.11, br. 3, str. 1-13, 2020. [Online]. https://doi.org/10.2478/bsrj-2020-0023

Sažetak
Background: 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. Objectives: 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. Methods/Approach: 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. Results: 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. Conclusions: 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.

Ključne riječi
consumer behaviour; eye-tracking; sustainability; visual merchandising; visual attention

Hrčak ID: 246456

URI
https://hrcak.srce.hr/246456

Posjeta: 311 *