Towards more interactive and sustainable food retailing

Abstract

PurposeThe 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/approachAn 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.FindingsStore 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/valueThe 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.