Report on experimental research using a virtual store environment to understand consumer food choice relating to FQS products and strategies
Responsible Partner: UBO
Authors: Hartmann, M.; Meyer, K.; Yeh, C.-H.; Filipović J.; Gorton, M.; Kuć, V.; Tocco, B.; White, J. Date of Publication: February 2019
This study investigates the influence of commercial strategies on consumers’ product choice in a virtual retail environment. Precisely, it tests if a more prominent presentation of food quality schemes (FQS) labels is capable of influencing their purchase decision. Furthermore, it investigates whether this strategy is capable of affecting consumers’ perception and valuation (recognition, usage during grocery shopping, perceived trustworthiness and knowledge) of FQS. The study was carried out in three European countries: Germany (GER), Serbia (SER) and the United Kingdom (UK) using a Virtual Supermarket.