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Encouraging healthier choices in supermarkets: a co-design approach
European Journal of Marketing ( IF 5.181 ) Pub Date : 2021-01-25 , DOI: 10.1108/ejm-02-2020-0143
Svetlana Bogomolova , Julia Carins , Timo Dietrich , Timofei Bogomolov , James Dollman

Purpose

This research describes and evaluates the co-creation of a programme called “A Healthy Choice”. Underpinned by design thinking (DT), this study aims to improve the healthfulness of food choices in supermarkets among consumers to promote their well-being.

Design/methodology/approach

The research features two studies. Study 1 included five co-design workshops with consumers and staff (n = 32) to develop a consumer-centred programme. The findings supported the design and implementation of a programme evaluated in Study 2 (an ecological trial). The programme modified a supermarket environment to increase the prominence of healthier products (shelf-talkers and no discount), ran positive food experiences (cooking and label reading workshops) and was supported by a community-wide information campaign in social and local print media.

Findings

A total of 15 new strategies were developed by consumers and staff to support health and well-being in supermarkets. Feasibility discussions and staff voting contributed to the development and storewide implementation of the programme. Evaluation showed that the programme was effective in increasing consumer knowledge of healthier food choices (measured via public survey). Sales analysis showed mixed results; sales increased for promoted products in some categories, but there was no effect in others.

Research limitations/implications

Given the real-world setting in which this programme and its evaluation were conducted, there were several innate limitations. The co-design process generated many more ideas than could be implemented, thus creating a healthy “pipe line” for the next iterations of the programme.

Practical implications

The key contribution of this work to supermarket intervention literature is the recommendation to change the paradigm of engagement between the key stakeholders who are typically involved in supermarket programs. Using the co-design and DT frameworks, the authors offer an example of stakeholders working together in close partnership to co-design and collaboratively implement a programme that promotes healthier choices.

Originality/value

This project contributes to the emerging body of empirical work using DT principles in the area of healthy food choices in supermarkets. A rigorously designed evaluation of a co-designed supermarket programme contributes to scholarly evidence on food well-being programs in supermarkets.



中文翻译:

鼓励超市中更健康的选择:一种共同设计的方法

目的

这项研究描述并评估了称为“健康选择”的计划的共同创造。本研究以设计思维(DT)为基础,旨在提高消费者在超市中选择食物的健康度,以促进他们的健康。

设计/方法/方法

该研究有两项研究。研究1包括五个与消费者和员工(n = 32)共同设计的研讨会,以制定一个以消费者为中心的计划。这些发现支持了研究2(一项生态试验)中评估的计划的设计和实施。该计划修改了超级市场环境,以提高健康产品的知名度(闲聊者和无折扣商品),积极的饮食体验(烹饪和标签阅读研讨会),并得到了社会和本地印刷媒体中社区范围的宣传运动的支持。

发现

消费者和员工总共制定了15种新策略,以支持超市的健康和福祉。可行性讨论和员工投票为该计划的开发和全店实施做出了贡献。评估表明,该计划有效地提高了消费者对更健康食品选择的了解(通过公共调查衡量)。销售分析显示好坏参半;在某些类别中,促销产品的销售有所增长,但在其他类别中则没有影响。

研究局限/意义

在进行此程序及其评估的实际环境中,存在一些先天的限制。协同设计过程产生的想法远远超过了可以实现的想法,因此为程序的下一个迭代创建了一条健康的“管道”。

实际影响

这项工作对超市干预文献的主要贡献是建议改变通常参与超市计划的关键利益相关者之间的参与范式。使用协同设计和DT框架,作者提供了利益相关者紧密合作的例子,共同设计和协作实施促进健康选择的计划。

创意/价值

该项目有助于在超市中选择健康食品领域中使用DT原理开展新的实证工作。对共同设计的超市计划进行严格设计的评估,为有关超市食品福利计划的学术证据做出了贡献。

更新日期:2021-03-15
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