Ellen van Loo

Ellen Van Loo

Wageningen University & Research
Marketing and Consumer Behaviour Group

Ellen.VanLoo@wur.nl

Focus of the project

My project is focused on guiding and enabling consumers to make healthy decisions with respect to food purchases. For example, information provided at the time of purchase may help consumers to make a healthier decision. The type of information (e.g., food labeling, ), framing, colors and other visual biases of this information can steer consumers towards a better decision. Different factors in the choice architecture also affect consumers decision making. Changes to the store environment (e.g., product positioning) in the physical store but also in the online grocery store, may lead consumers towards healthier food purchases. Further are descriptions of social norms possible ways to guide consumers. With the emerging new IT-tools (e.g, mobile phone apps, foodscanners, VR, augmented reality, wearables, sensor and feedback) and the design of novel real-time sensors, the question arises on how these can be implemented to offer (personalised) advice and guidance that consumers will act upon.

Key research question

How can we motivate and encourage consumers to make healthier food choices?

What information motivates consumers to make better choices and how can we best deliver this information to consumers?

How can IT -tools (e.g, mobile phone apps, foodscanners, VR, augmented reality, wearables, sensor and feedback) assist in making healthier food choices in the brick-mortar stores?

How can we encourage consumers to make healthy choices when shopping for groceries online (e.g., e-nudges)?

How can personal (health) information collected by real-time sensors lead to behavioral change in food purchases?

Collaboration partners

Monique Simons (WUR-CHL, P&P)
Arnout Fischer (WUR-MCB, P&P)