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Buyers have little understanding for packaged organics
Consumer buys unpackaged organic fruit and vegetables more often
Buyers have little understanding for the packaging of organic vegetables and fruit in plastic, earlier research showed. The variant 'unpackaged' versus 'packaged' was tested in the virtual supermarket, which was placed in a real Hoogvliet supermarket. Consumers were able to develop to shop digitally using a shopping list. Both organic and non organic variants were available in the virtual supermarkets.
The research was then repeated in practice in all Hoogvliet stores. The product organic avocado was no longer offered packaged, but unpackaged with a sticker designation. The regular avocado was already offered unpackaged. The result of the practical test was that both the volume of organic avocado as well as the total volume of avocado (organic and regular) that was sold was significantly larger in this test period.