Healthy-Shopping Dynamics: the Relative Healthiness of Food Purchases Throughout Shopping Trips

Martine van der Heide, University of Groningen, Netherlands
Koert van Ittersum, University of Groningen, Netherlands
Jenny van Doorn, University of Groningen, Netherlands
The obesity epidemic is largely driven by the overconsumption of unhealthy foods. Whereas existing research predominantly studies the healthiness of single food purchases, we investigate how the relative healthiness of a series of sequential purchases evolves throughout a single shopping trip. Our research demonstrates healthy-shopping dynamics, especially among overweight shoppers.
[ to cite ]:
Martine van der Heide, Koert van Ittersum, and Jenny van Doorn (2016) ,"Healthy-Shopping Dynamics: the Relative Healthiness of Food Purchases Throughout Shopping Trips", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 207-212.