NAPRO: Een duurzaam schapresultaat (BO-20-014-007)

The desire is to get an optimal shelf support for fruit and vegetable shelf in the supermarket, with purchasing-increasing emphasis on organic products . For example, by emphasizing organic, or adjusting the packaging or not packaging organic products, or emphasizing the social norm regarding organic buying behavior. The aim of the project is to understand the extent to which and how more organic fruits and vegetables are sold through interventions in the store shelf  and result in sales of fruits and vegetables. The current knowledge and experience of the companies, their customers (supermarkets ) and suppliers ( producers) and those of the researchers is discussed . This broad orientation allows to select where producers, suppliers and supermarkets and researchers have positive expectations for sales of organic fruit and vegetables. A selection of these will be tested through a three-stage rocket. First, the interventions will be tested against a panel of students from WageningenUR so that a first impression is obtained from the possible effects of the selected interventions . For this, a fruit and vegetable shelf is built into the virtual supermarket, making buying behavior as well as attitudes measured of the panelists. On the basis of the first indications these interventions are further tested but now with a panel of customers from a real supermarket. For this, the virtual supermarket is placed at a number of locations of several supermarket stores. As a final check interventions will be tested in the shop shelf, by making adjustments in the fruit and vegetable shelf and ask for the perception of this purchasing-increasing emphasis on organic products.