At the end of the value chain are the consumers and their decision-making behavior at the point of sale (PoS). Therefore, the decision-making behavior and the willingness to pay of consumers for corresponding products are of outstanding importance for the successful establishment of biodiversity products. The decision-making behavior of consumers has not yet been investigated for foods with a focus on biodiversity for consumers in Germany. In order to select the right attributes for biodiversity-promoting products in the research setting, expert interviews are the first approach. Based on this, a choice-based conjoint analysis is conducted to determine the part worth and the hypothetical willingness to pay. Subsequently, labeling and package design are examined by means of eye tracking. The most promising products are further tested in a test supermarket in a setting close to the real shopping experience. The results not only provide valuable recommendations for manufacturers and retailers, but also offer a basis for consumer research.
Specifically, the following research questions are answered in the dissertation project described above:
- What role does biodiversity play as a selection criterion at the point of sale as a unique selling proposition?
- What hypothetical and non-hypothetical willingness to pay exists for such products?
- Which packaging design and symbols (labels) of biodiversity attract particular attention and sympathy?
