Purpose

An intention-behavior gap often occurs for socially responsible consumption, where despite positive consumer attitudes, sales remain disappointing. This paper aims to test the ability of in-store priming to increase sales of local foods vis-à-vis imported, cheaper equivalents.

Design/methodology/approach

Laboratory and field experiments in three countries (Croatia, Slovenia and Serbia), working with an international grocery retailer, assess the ability of textual and pictorial-based point of sale (PoS) materials to increase the purchase of local foods. Field sales data, for the purchase of local apples and cherries and their imported equivalents, are complemented by an analysis of loyalty card transactions.

Findings

Field data indicate that both pictorial and textual PoS materials, significantly increase the likelihood of purchasing local foods, against cheaper imported equivalents. Pictorial PoS materials appear more effective than textual equivalents. Laboratory study data indicate that PoS materials increase the salience of goal consistent mechanisms in decision-making at the expense of mechanisms to achieve non-primed goals.

Research limitations/implications

The field experiment lasted for only two weeks and focused on seasonal produce.

Practical implications

PoS materials offer a low cost intervention for modifying consumer behavior in stores.

Originality/value

The paper develops a theory regarding how priming works and its application in a supermarket setting. This is investigated and validated in the context of local foods. The study offers encouragement for the usefulness of other in-store primes, such as relating to diet, to improve socially desirable outcomes without economic incentives or coercion and in a cost-effective manner.

中文翻译：

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当地食品销售和销售点启动：来自超市现场实验的证据

目的

有社会责任感的消费经常会出现意图-行为差距，尽管消费者态度积极，但销售情况仍然令人失望。本文旨在测试店内启动与进口、更便宜的同类产品相比，增加当地食品销量的能力。

设计/方法/方法

在三个国家（克罗地亚、斯洛文尼亚和塞尔维亚）进行的实验室和现场实验，与一家国际杂货零售商合作，评估了基于文字和图片的销售点 (PoS) 材料增加购买当地食品的能力。购买当地苹果和樱桃及其进口等价物的现场销售数据通过对会员卡交易的分析得到补充。

发现

现场数据表明，与更便宜的进口等价物相比，图片和文本 PoS 材料显着增加了购买当地食品的可能性。图片 PoS 材料似乎比文本等效材料更有效。实验室研究数据表明，PoS 材料以牺牲实现非启动目标的机制为代价，增加了决策中目标一致机制的显着性。

研究限制/影响

田间试验仅持续了两周，重点是季节性产品。

实际影响

PoS 材料为改变商店中的消费者行为提供了一种低成本的干预。

原创性/价值

该论文提出了关于启动如何工作及其在超市环境中的应用的理论。这是在当地食品的背景下进行调查和验证的。该研究鼓励其他店内素数（例如与饮食有关）的有用性，以在没有经济激励或胁迫的情况下以具有成本效益的方式改善社会期望的结果。