Smart Shopping Carts to Increase Healthier Food Purchase: A Conjoint Experiment

Niklas Eriksson, Niklas Eriksson, Asle Fagerstrøm, Valdimar Sigurðsson, Nils-Magne Larsen, Vishnu Menon

2023

Abstract

Shopping carts, in general, should be suitable for carrying smart technology in the retail store environment. Also, a smart shopping cart can present verbal motivating stimuli to increase healthier food purchases. A conjoint experiment was used to test with a hypothetical purchasing task for young consumers (n=91) the potential of motivating stimulus on smart shopping carts to influence healthier purchases when buying frozen pizza. The results show a positive impact for all stimuli stemming from the smart shopping cart, three of which were health-based. This shows that stimuli revealing dynamic and personalized data through smart technology in a physical grocery retail setting have the potential to outperform traditional brand statements. Our conjoint experiment increased young consumers’ likelihood of choosing a healthier frozen pizza. This result demonstrates that verbal stimuli on smart shopping carts can function as motivating augmentals on young adult consumers’ healthier food purchases and are in line with the market positioning and customer-service focus of many retailers and brands today, emphasizing a social marketing standing.

Paper Citation

in Harvard Style

Eriksson N., Fagerstrøm A., Sigurðsson V., Larsen N. and Menon V. (2023). Smart Shopping Carts to Increase Healthier Food Purchase: A Conjoint Experiment. In Proceedings of the 9th International Conference on Information and Communication Technologies for Ageing Well and e-Health - Volume 1: ICT4AWE, ISBN 978-989-758-645-3, SciTePress, pages 93-101. DOI: 10.5220/0011619100003476

in Bibtex Style

@conference{ict4awe23,
author={Niklas Eriksson and Asle Fagerstrøm and Valdimar Sigurðsson and Nils-Magne Larsen and Vishnu Menon},
title={Smart Shopping Carts to Increase Healthier Food Purchase: A Conjoint Experiment},
booktitle={Proceedings of the 9th International Conference on Information and Communication Technologies for Ageing Well and e-Health - Volume 1: ICT4AWE,},
year={2023},
pages={93-101},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011619100003476},
isbn={978-989-758-645-3},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 9th International Conference on Information and Communication Technologies for Ageing Well and e-Health - Volume 1: ICT4AWE,
TI - Smart Shopping Carts to Increase Healthier Food Purchase: A Conjoint Experiment
SN - 978-989-758-645-3
AU - Eriksson N.
AU - Fagerstrøm A.
AU - Sigurðsson V.
AU - Larsen N.
AU - Menon V.
PY - 2023
SP - 93
EP - 101
DO - 10.5220/0011619100003476
PB - SciTePress