The consumer journey: A new methodology to study the effects of store and product information on consumers’ responses to sustainable foods and clothing fabrics

Background: Consumer experiences are not only based on how a food tastes or clothing fabric feels but also on factors such as the store of purchase and product information. Method: Participants were taken on virtual consumer journeys to monitor their reactions to sustainable foods or clothing fabrics. After a virtual ‘purchase’, an ingredient/material information phase followed, whereafter foods were tasted or T-shirt sleeves were felt. Results: Heart rate and skin conductance were significantly affected by the type of food (p < 0.001), while the type of fabric and information significantly influenced facial expressions (p < 0.05). Sustainable supermarket assortment foods triggered higher skin conductance and more negatively valenced facial expressions than those from the regular assortment (p < 0.05). Reformulated muffin, yoghurt drink, and Bolognese sauce triggered higher skin conductance, while this was lower for reformulated cookies and lentil burgers. Facial expressions were more positive for reformulated cookies and more negative for reformulated lentil burgers (p < 0.05). Fabric from reused clothing triggered negative facial expressions and increased heart rate and skin conductance (p < 0.01), especially in combination with an upscale store. Fabrics from nettles and polylactic acid were similar to reactions to the familiar benchmark (organic cotton), namely lowered heart rate and skin conductance, and positive facial expressions. Conclusion: This methodology identified opportunities for the development of sustainable foods and fabrics that are acceptable to consumers and could therefore be a valuable tool in the development of sustainable products that are successful in the marketplace.