Virtual Supermarket

Overview of SocialLab 2

The overall aim is to investigate the societal acceptance of existing and future animal husbandry systems and its marketing approaches.

  • Aims and method of WP 4: We use a virtual supermarket to examine different pricing strategies, label designs, as well as changes in the supermarket’s choice architecture with regard to their influence on the purchase decision process of consumers as well as product choice and the willingness to pay for more sustainable animal products in an experimental purchase environment

  • Partners: Thünen-Institut, fachhochschule Südwestfalen, GAU Göttingen, TU München, HHU Düsseldorf, Instet

  • Staff: Leonie Bach, Nina Weingarten, Kathrin Meyer, Dr. Ching-Hua Yeh, Prof. Dr. Monika Hartmann

  • Funding: Federal Ministry of Food and Agriculture (BMEL) based on a decision of the Parliament of the Federal Republic of Germany via the Federal Office of Agriculture and Food (BLE) under the innovation support program

  • Period: 01.06.2019 – 31.05.2023

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© Kai Dollbaum

Graphical Abstract

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© Leonie Bach

Bach, L., Meyer, K., Yeh, C.-H., Dolgopolova, I., Roosen, J., Hartmann, M. (2022): Information banners and shelf labels as point of sale interventions to influence consumers’ purchase decisions of products with higher animal welfare standards – a virtual supermarket study, project presented at the 9th EAAE PhD Workshop, Parma (Italy).

Bach, L., Meyer, K., Yeh, C.-H., Dolgopolova, I., Roosen, J., Hartmann, M. (2022): Point of sale interventions to influence consumers’ purchase decisions of products with higher farm animal welfare standards – a virtual supermarket study, poster presented at the 62. GEWISOLA Annual Conference, Hohenheim (Germany).

Weingarten, N., Bach, L., Wang, W.-X., Roosen, J., Hartmann, M. (2022): Increasing sales of animal-welfare products – A virtual supermarket experiment, selected paper presented at the 4th Annual REECAP Meeting, Uppsala (Sweden).


Method: Virtual Supermarket

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© Leonie Bach

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