Payne Collin R, Niculescu Mihai, Just David R, Kelly Michael P
New Mexico State University, United States.
New Mexico State University, United States.
Physiol Behav. 2014 Sep;136:111-20. doi: 10.1016/j.physbeh.2014.03.029. Epub 2014 Apr 12.
Grocery stores represent a context in which a majority of people's food purchases occur. Considering the nutrition quality of the population's food intake has dramatically decreased, understanding how to improve food choice in the grocery store is paramount to healthier living. In this work, we detail the type of financial resources from which shoppers could draw (i.e., personal income and benefits from government food assistance programs to low income populations) and explain how these financial resources are allocated in the grocery store (i.e., planned, unplanned, error). Subsequently, we identify a conceptual framework for shopper marketing nutrition interventions that targets unplanned fruit and vegetable purchases (i.e., slack, or willingness to spend minus list items). Targeting slack for fresh fruit and vegetable purchases allows retailers to benefit economically (i.e., fruit and vegetables are higher margin) and allows shoppers to improve their nutrition without increasing their budgets (i.e., budget neutrality). We also provide preliminary evidence of what in-store marketing of fresh fruits and vegetables could entail by modifying grocery carts and grocery floors to provide information of what is common, normal, or appropriate fruit and vegetable purchases. In each example, fresh fruit and vegetable purchases increased and evidence suggested shopper budget neutrality. To provide context for these results, we detail measurement tools that can be used to measure shopper behaviors, purchases, and consumption patterns. Finally, we address theoretical, practical, and policy implications of shopper marketing nutrition interventions.
杂货店是大多数人购买食品的场所。鉴于人们食物摄入的营养质量已大幅下降，了解如何在杂货店改善食品选择对于更健康的生活至关重要。在这项研究中，我们详细说明了购物者可动用的财务资源类型（即个人收入以及政府向低收入人群提供的食品援助计划福利），并解释了这些财务资源在杂货店是如何分配的（即计划性、非计划性、误差性）。随后，我们确定了一个针对非计划性水果和蔬菜购买（即预算外支出，或消费意愿减去清单上的商品）的购物者营销营养干预概念框架。针对新鲜水果和蔬菜购买的预算外支出，既能让零售商获得经济利益（即水果和蔬菜利润率更高），又能让购物者在不增加预算的情况下改善营养状况（即预算中性）。我们还提供了初步证据，表明通过改造购物车和杂货店地面来提供常见、正常或合适的水果和蔬菜购买信息，店内新鲜水果和蔬菜营销可能带来的效果。在每个例子中，新鲜水果和蔬菜的购买量都有所增加，且有证据表明购物者实现了预算中性。为了给这些结果提供背景信息，我们详细介绍了可用于衡量购物者行为、购买情况和消费模式的测量工具。最后，我们阐述了购物者营销营养干预的理论、实践和政策意义。
