Abstract
We examined nine features in grocery stores shoppers reported motivated them to purchase more healthful foods in the past month. Features were compiled from common supermarket practices for each of the 4 Ps of marketing: pricing, placement, promotion, and product. We examined percentages of the features overall and by shopping frequency using Chi square tests from a 2014 cross sectional web-based health attitudes and behaviors survey, ConsumerStyles. The survey was fielded from June to July in 2014. Participants were part of a market research consumer panel that were randomly recruited by probability-based sampling using address-based sampling methods to achieve a sample representative of the U.S. population. Data from 4242 adults ages 18 and older were analyzed. About 44 % of respondents indicated at least one feature motivated them to purchase more healthful foods. Top choices included in-store coupons or specials (20.1 %), availability of convenient, ready-to-eat more healthful foods (18.8 %), product labels or advertising on packages (15.2 %), and labels or signs on shelves that highlighted more healthful options (14.6 %). Frequent shoppers reported being motivated to purchase more healthful foods by in-store tastings/recipe demonstrations and coupons/specials more often than infrequent shoppers. Enhancing the visibility and appeal of more healthful food items in grocery stores may help improve dietary choices in some populations but additional research is needed to identify the most effective strategies for interventions.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 812-817 |
| Number of pages | 6 |
| Journal | Journal of Community Health |
| Volume | 41 |
| Issue number | 4 |
| DOIs | |
| State | Published - Aug 1 2016 |
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Keywords
- Grocery stores
- Healthful foods
- Marketing
- Motivation
ASJC Scopus subject areas
- Health(social science)
- Public Health, Environmental and Occupational Health
Cite this
Features in Grocery Stores that Motivate Shoppers to Buy Healthier Foods, ConsumerStyles 2014. / Moore, Latetia V.; Pinard, Courtney; Yaroch, Amy L.
In: Journal of Community Health, Vol. 41, No. 4, 01.08.2016, p. 812-817.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Features in Grocery Stores that Motivate Shoppers to Buy Healthier Foods, ConsumerStyles 2014
AU - Moore, Latetia V.
AU - Pinard, Courtney
AU - Yaroch, Amy L.
PY - 2016/8/1
Y1 - 2016/8/1
N2 - We examined nine features in grocery stores shoppers reported motivated them to purchase more healthful foods in the past month. Features were compiled from common supermarket practices for each of the 4 Ps of marketing: pricing, placement, promotion, and product. We examined percentages of the features overall and by shopping frequency using Chi square tests from a 2014 cross sectional web-based health attitudes and behaviors survey, ConsumerStyles. The survey was fielded from June to July in 2014. Participants were part of a market research consumer panel that were randomly recruited by probability-based sampling using address-based sampling methods to achieve a sample representative of the U.S. population. Data from 4242 adults ages 18 and older were analyzed. About 44 % of respondents indicated at least one feature motivated them to purchase more healthful foods. Top choices included in-store coupons or specials (20.1 %), availability of convenient, ready-to-eat more healthful foods (18.8 %), product labels or advertising on packages (15.2 %), and labels or signs on shelves that highlighted more healthful options (14.6 %). Frequent shoppers reported being motivated to purchase more healthful foods by in-store tastings/recipe demonstrations and coupons/specials more often than infrequent shoppers. Enhancing the visibility and appeal of more healthful food items in grocery stores may help improve dietary choices in some populations but additional research is needed to identify the most effective strategies for interventions.
AB - We examined nine features in grocery stores shoppers reported motivated them to purchase more healthful foods in the past month. Features were compiled from common supermarket practices for each of the 4 Ps of marketing: pricing, placement, promotion, and product. We examined percentages of the features overall and by shopping frequency using Chi square tests from a 2014 cross sectional web-based health attitudes and behaviors survey, ConsumerStyles. The survey was fielded from June to July in 2014. Participants were part of a market research consumer panel that were randomly recruited by probability-based sampling using address-based sampling methods to achieve a sample representative of the U.S. population. Data from 4242 adults ages 18 and older were analyzed. About 44 % of respondents indicated at least one feature motivated them to purchase more healthful foods. Top choices included in-store coupons or specials (20.1 %), availability of convenient, ready-to-eat more healthful foods (18.8 %), product labels or advertising on packages (15.2 %), and labels or signs on shelves that highlighted more healthful options (14.6 %). Frequent shoppers reported being motivated to purchase more healthful foods by in-store tastings/recipe demonstrations and coupons/specials more often than infrequent shoppers. Enhancing the visibility and appeal of more healthful food items in grocery stores may help improve dietary choices in some populations but additional research is needed to identify the most effective strategies for interventions.
KW - Grocery stores
KW - Healthful foods
KW - Marketing
KW - Motivation
UR - http://www.scopus.com/inward/record.url?scp=84977446437&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84977446437&partnerID=8YFLogxK
U2 - 10.1007/s10900-016-0158-x
DO - 10.1007/s10900-016-0158-x
M3 - Article
C2 - 26831484
AN - SCOPUS:84977446437
VL - 41
SP - 812
EP - 817
JO - Journal of Community Health
JF - Journal of Community Health
SN - 0094-5145
IS - 4
ER -