Good days and bad days: an investigation of the habits of shoppers when they do or don't buy healthy
Project Reference: 16-2009
Commencement Date: October, 2010
Project Duration: 12 months
This project undertook a comprehensive programme of research to better understand the habits of shoppers and to determine when they do and don’t buy healthy foods. The research provided an understanding of the reasoning behind consumers’ food choices and explored the role of shopping practices that both promote and impede shopping behaviours that lead to healthy choices.
- identified and classified situational factors influencing shopping decisions and strategies/shopping practices used for healthy shopping
- involved a qualitative exploration of the ways in which shoppers make choices in relation to purchasing food
- investigated the relationships between consumers’ personal, situational and behavioural factors (barriers and promoters) influencing healthy food shopping
- made recommendations on strategies and practices for healthy food shopping.
Dr Moira Dean, Queen’s University Belfast
Prof Patrick Wall, University College Dublin
Dr Monique Raats, University of Surrey
Dr Julie Barnett, Brunel University