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Social Meaning in Supermarkets as a Direct Route to Improve Parents' Fruit and Vegetable Purchases

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  • Payne, Collin R.
  • Niculescu, Mihai

Abstract

Direct and indirect attempts to increase parents' fruit and vegetable purchases have had little, if any, success. Most of the disappointing results are reported in the grocery environment. In this context, embedding messages with social meaning may have a significant impact on current campaigns. We use the focus theory of normative conduct as an alternative theoretical framework and suggest that social norms that are salient, easy to interpret, and easy to compare against individuals' behavior may improve current attempts to increase parents' fruit and vegetable purchases in retail environments.

Suggested Citation

  • Payne, Collin R. & Niculescu, Mihai, 2012. "Social Meaning in Supermarkets as a Direct Route to Improve Parents' Fruit and Vegetable Purchases," Agricultural and Resource Economics Review, Cambridge University Press, vol. 41(1), pages 124-137, April.
    • Handle: RePEc:cup:agrerw:v:41:y:2012:i:01:p:124-137_00
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    Cited by:

    1. Laura Witzling & Bret Shaw & David Trechter, 2019. "Which communication channels shape normative perceptions about buying local food? An application of social exposure," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 36(3), pages 443-454, September.
    2. Silvia Bellini & Simone Aiolfi & Maria Grazia Cardinali, 2023. "How to Promote Healthier Shopping Behaviour: Which Are the Most Effective Retail Marketing’ Levers in E-Commerce Grocery," International Journal of Business and Management, Canadian Center of Science and Education, vol. 16(3), pages 101-101, April.
    3. Just, David R. & Gabrielyan, Gnel, 2018. "Influencing the food choices of SNAP consumers: Lessons from economics, psychology and marketing," Food Policy, Elsevier, vol. 79(C), pages 309-317.

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