Mørk Trine, Grunert Klaus G, Fenger Morten, Juhl Hans Jørn, Tsalis George
MAPP Centre, Aarhus University, Bartholins Alle 14, 8000, Aarhus C, Denmark.
BMC Public Health. 2017 Mar 9;17(1):239. doi: 10.1186/s12889-017-4149-3.
Since 2009, the green Keyhole symbol has been a joint Nordic initiative for signalling healthfulness of specific food products. In 2014, the Danish Ministry of Food, Agriculture and Fisheries carried out a campaign aimed mainly at men over 35 with a low level of education, encouraging them to use the Keyhole in their shopping process. The objective of the study is to evaluate the campaign by measuring its effect on consumer behaviour in the store.
The impact of the Keyhole campaign was measured in selected retail stores. Sales data were analysed to ascertain whether sales of Keyhole labelled products changed during and after the campaign. Observations and interviews were conducted in the same stores.
The campaign had a positive effect on sales of Keyhole-labelled products in two out of three retail chains investigated. In these two retail chains, sales of Keyhole labelled products rose by about 20%. In the third chain, there was a slight decrease of sales of Keyhole labelled products. The effect differed considerably between product categories. Analysis of the interview data indicated that by the end of the campaign, shoppers with a short education had a higher likelihood of mentioning health as a purchase motive, and there was a higher general tendency to look for nutrition information.
Results suggest that the campaign did have effects on shopper behaviour and that it is possible to address shoppers with a short education by a tailored campaign. However, long-term effect of the campaign was not ascertained.
自2009年以来，绿色钥匙孔标志一直是北欧一项旨在表明特定食品健康程度的联合倡议。2014年，丹麦食品、农业和渔业部开展了一项主要针对35岁以上、受教育程度较低男性的活动，鼓励他们在购物过程中使用钥匙孔标志。本研究的目的是通过衡量该活动对商店中消费者行为的影响来评估该活动。
在选定的零售店中衡量钥匙孔标志活动的影响。分析销售数据以确定在活动期间及活动结束后，带有钥匙孔标志产品的销售是否发生变化。在同一商店进行观察和访谈。
在所调查的三个零售连锁店中，有两个连锁店的钥匙孔标志产品销售受到该活动的积极影响。在这两个零售连锁店中，钥匙孔标志产品的销售额增长了约20%。在第三个连锁店中，钥匙孔标志产品的销售额略有下降。不同产品类别的影响差异很大。对访谈数据的分析表明，在活动结束时，受教育程度低的购物者更有可能将健康作为购买动机提及，并且普遍有更高的倾向去寻找营养信息。
结果表明该活动确实对购物者行为产生了影响，并且有可能通过量身定制的活动来影响受教育程度低的购物者。然而，该活动的长期影响尚未确定。
