|Home > SHELF LABELING OF ORGANIC FOODS: CUSTOMER RESPONSE IN MINNESOTA GROCERY STORES|
In the past 10 years, growth in the organic food industry has been tremendous. Retail grocers and organic food supporters are interested in effective promotion techniques that increase sales of organic food products in mainstream grocery stores. An experimental study was designed to test the effectiveness of two levels of point-of-purchase (POP) signage to influence customer perceptions and to promote sales of organic food products in two grocery store environments in the Twin Cities metropolitan area in Minnesota. Customer intercept interviews and sales data showed that POP signage can be effective in promoting organic foods and in influencing sales but may be dependent on store environment/format. Exposure to signage and trial behavior may lead to increased attention to organic food labeling and expanded organic food purchasing.