Abstract:
The willingness to make healthier choices has increased the level of consumer involvement in the purchasing process of all those convenience goods that directly impact human health. However, the lack of sufficient information has often hindered consumers’ ability to take the right purchase decision. A considerable percentage of shoppers is less than convinced that the health information they receive is accurate or, even more important, many of them do not know how to “translate” products’ composition labels. Several studies have been done to understand how to increase product labels usage and efficiency, as well on how to lead consumers towards healthier consumption. At the same time, other researches have indagated how mobile technologies are going to redefine the retail scenario, but just a minority has focused on how individuals may use these apps to transform their behavior in-store.
Basing on a qualitative approach, this research wants to explore how the possibility to access comparative, objective and understandable product information through mobile apps directly in-store (regarding ingredients and their healthiness/dangerousness) will impact the consumer purchasing behavior.
The in-depth interviews analysis highlights the app efficacy in increasing individual perceived behavioral control and in reducing the attitude-behavior gap regarding healthier consumption. It also shows a change in consumer’s classification of primary and secondary attributes when taking a purchase decision and a reduction in consumer’s sensitivity towards traditional marketing tools.
As managerial implications, the results will show the importance of making some changes in production formulas, of predicting consumers’ future information searches, of engaging in new marketing practices and of taking part in consumer education.
