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

Martje van der Heide, Koert van Ittersum, Jenny van Doorn

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review


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.
Original languageEnglish
Title of host publicationAdvances in Consumer Research
EditorsPage Moreau, Stefano Puntoni
Place of PublicationDuluth, MN
PublisherAssociation for consumer research
Publication statusPublished - 2016

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