Consumers’ Buying Reactions to Video Communications About Pasture-Raised Milk in Real Supermarket Settings—A German Case

Summary

This study investigates the effect of video-based point-of-sale communications on consumer purchasing reactions to pasture-raised milk in authentic German supermarket settings. By deploying interventions in real retail environments rather than laboratory conditions, the research offers ecologically valid insights into how in-store digital media can influence dairy purchasing decisions. The findings are likely to inform strategies for communicating animal welfare and production system attributes to mainstream consumers at the point of purchase.

UK applicability

Although conducted in Germany, the findings are broadly applicable to the UK retail context, where pasture-raised dairy products such as those certified under the Pasture Promise scheme are increasingly prominent and where supermarkets are similarly exploring digital in-store communications to promote higher-welfare or sustainability-labelled products.

Key measures

Purchase behaviour or intention; consumer responses to video messaging; point-of-sale communication effectiveness; possibly willingness to pay or product choice

Outcomes reported

The study examined how video communications displayed in real supermarket environments influenced consumers' buying behaviour towards pasture-raised milk. It likely measured purchase intentions, actual sales uplift, or attitudinal responses among shoppers exposed to the video interventions.

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