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Good days and bad days: an investigation of the habits of shoppers when they do or don't buy healthy

Project Reference: 16-2009

Status: Completed

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.

The research:

  1. identified and classified situational factors influencing shopping decisions and strategies/shopping practices used for healthy shopping
  2. involved a qualitative exploration of the ways in which shoppers make choices in relation to purchasing food
  3. investigated the relationships between consumers’ personal, situational and behavioural factors (barriers and promoters) influencing healthy food shopping
  4. made recommendations on strategies and practices for healthy food shopping.

Principal Contractor(s):

Dr Moira Dean, Queen’s University Belfast


Prof Patrick Wall, University College Dublin

Dr Monique Raats, University of Surrey

Dr Julie Barnett, Brunel University



Good days and bad days

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