{"id":3821,"date":"2023-03-02T20:35:43","date_gmt":"2023-03-02T19:35:43","guid":{"rendered":"https:\/\/visionary-project.eu\/einzelhandel\/"},"modified":"2025-11-03T16:41:34","modified_gmt":"2025-11-03T15:41:34","slug":"einzelhandel","status":"publish","type":"page","link":"https:\/\/visionary-project.eu\/de\/unsere-arbeit\/fallstudien\/einzelhandel\/","title":{"rendered":"Einzelhandel"},"content":{"rendered":"

[et_pb_section fb_built=“1″ admin_label=“Header“ _builder_version=“4.20.0″ _dynamic_attributes=“background_image“ background_color=“gcid-6f37a5ab-8dee-4caa-b818-fd4907caa741″ use_background_color_gradient=“on“ background_color_gradient_stops=“rgba(255,255,255,0.86) 1%|rgba(255,255,255,0.12) 100%“ background_color_gradient_overlays_image=“on“ background_image=“@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9mZWF0dXJlZF9pbWFnZSIsInNldHRpbmdzIjp7fX0=@“ parallax=“on“ background_enable_mask_style=“on“ background_mask_style=“chevrons“ background_mask_color=“rgba(255,255,255,0.4)“ background_mask_transform=“invert“ background_mask_aspect_ratio=“square“ background_mask_size=“cover“ background_mask_position=“center_right“ background_mask_horizontal_offset=“-100%“ min_height=“40vh“ custom_padding=“0px||||false|false“ locked=“off“ collapsed=“off“ global_colors_info=“{%22gcid-6f37a5ab-8dee-4caa-b818-fd4907caa741%22:%91%22background_color%22%93}“][et_pb_row _builder_version=“4.16″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_padding=“||3px|||“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.19.3″ _dynamic_attributes=“content“ _module_preset=“default“ text_font=“||||||||“ header_font=“||||||||“ background_enable_image=“off“ global_colors_info=“{%22gcid-ebdec4e1-99b3-4757-b062-df19783991b8%22:%91%22header_text_color%22%93}“]@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF90aXRsZSIsInNldHRpbmdzIjp7ImJlZm9yZSI6IjxoMT4gRmFsbHN0dWRpZW46ICIsImFmdGVyIjoiPFwvaDE+In19@[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=“1″ specialty=“on“ _builder_version=“4.19.2″ _module_preset=“default“ custom_padding=“20px|||||“ locked=“off“ global_colors_info=“{}“][et_pb_column type=“2_3″ specialty_columns=“2″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“][et_pb_row_inner _builder_version=“4.20.0″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column_inner saved_specialty_column_type=“2_3″ _builder_version=“4.19.2″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.20.0″ _module_preset=“default“ custom_padding=“10px||||false|false“ global_colors_info=“{}“]K\u00f6nnen wir den Verkauf von nachhaltigen Lebensmitteln f\u00f6rdern, indem wir den Verbraucher in die richtige Richtung lenken? Durch die Durchf\u00fchrung von Feldexperimenten in Einzelhandelsgesch\u00e4ften (z. B. Superm\u00e4rkten, Hofl\u00e4den) gewinnt dieser Cluster einzigartige neue Erkenntnisse \u00fcber die F\u00f6rderung nachhaltiger Lebensmittel im Kontext des tats\u00e4chlichen Kaufverhaltens der Verbraucher und testet die Wirksamkeit verschiedener Anreize und Werbema\u00dfnahmen zur Steigerung des Absatzes nachhaltiger Lebensmittel. Die Erkenntnisse aus den Experimenten in den Einzelhandelsgesch\u00e4ften erg\u00e4nzen die Erkenntnisse aus der Umfrageforschung (siehe „Erkenntnisse \u00fcber Verbraucher“).[\/et_pb_text][\/et_pb_column_inner][\/et_pb_row_inner][et_pb_row_inner _builder_version=“4.27.4″ _module_preset=“default“ locked=“off“][et_pb_column_inner _builder_version=“4.27.4″ _module_preset=“default“ saved_specialty_column_type=“2_3″][et_pb_text admin_label=“Publications“ module_id=“news“ module_class=“box-underline“ _builder_version=“4.27.4″ _module_preset=“default“ custom_margin=“||30px||false|false“ hover_enabled=“0″ header_font_size_last_edited=“off|desktop“ custom_css_free_form=“.box-underline{|| position: relative;|| display: block; \/* sichert die Breite der Box *\/|| padding-bottom: 12px; \/* Platz f\u00fcr die Linie schaffen *\/||}||||.box-underline::after{|| content: %22%22;|| position: absolute;|| left: 0;|| bottom: -10px; \/* direkt unten an der Box *\/|| width: 50%; \/* feste L\u00e4nge *\/|| height: 20px; \/* Dicke *\/|| background: rgba(216,210,204,0.68);|| pointer-events: none;|| z-index: 1; \/* falls etwas dr\u00fcber liegt *\/||}||“ global_colors_info=“{%22gcid-ebdec4e1-99b3-4757-b062-df19783991b8%22:%91%22text_text_color%22,%22header_text_color%22,%22header_5_text_color%22,%22header_2_text_color%22,%22text_text_color%22,%22header_text_color%22,%22header_3_text_color%22,%22header_5_text_color%22,%22text_text_color%22,%22header_text_color%22,%22header_3_text_color%22,%22header_5_text_color%22,%22text_text_color%22,%22header_text_color%22,%22header_3_text_color%22,%22header_5_text_color%22,%22text_text_color%22,%22header_text_color%22,%22header_3_text_color%22,%22header_5_text_color%22,%22header_2_text_color%22%93,%22gcid-f0121e14-5457-4055-9bff-c9a8752a2dc5%22:%91%22header_4_text_color%22,%22header_6_text_color%22,%22header_3_text_color%22,%22header_4_text_color%22,%22header_4_text_color%22,%22header_4_text_color%22,%22header_4_text_color%22%93,%22gcid-6f37a5ab-8dee-4caa-b818-fd4907caa741%22:%91%22border_color_bottom%22%93}“ sticky_enabled=“0″]<\/p>\n

Ver\u00f6ffentlichungen <\/h2>\n

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\n \n Supermarket Interventions for Promoting Food Consumption with Lower Climate Impacts\n <\/a>\n <\/h5>\n\n
\n 24. April 2026\n <\/div>\n\n
\n This report synthesizes the results of two studies on supermarket interventions aimed at reducing the climate footprint of food consumption. Food systems account for approximately one-third of global anthropogenic greenhouse gas emissions. The Farm to Fork Strategy acknowledges the urgent need to reduce...\n <\/div>\n\n
\n \n Read more\n <\/summary>\n\n
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This report synthesizes the results of two studies on supermarket interventions aimed at reducing the climate footprint of food consumption. Food systems account for approximately one-third of global anthropogenic greenhouse gas emissions. The Farm to Fork Strategy<\/em> acknowledges the urgent need to reduce the climate footprint of the European food system through a comprehensive transition across the entire food chain, including shifts in consumers\u2019 food choices. The retail sector plays a pivotal role in shaping markets and influencing consumers\u2019 dietary choices, and the Farm to Fork Strategy<\/em> explicitly calls for changes in food distribution and marketing practices.<\/p>\n

The overarching objective of the two empirical studies presented in this report was to investigate the effectiveness of supermarket interventions in reducing the climate impact of food consumption through shifts in consumer behaviour towards more sustainable food choices. The two studies tested a set of interventions through an online supermarket experiment embedded within a consumer survey. We simulated a realistic online supermarket environment, providing a means to assess households\u2019 food purchase behaviour across different food categories. Study 1 focussed on behavioural interventions and tested the effects of a placement intervention (i.e. the strategic placement of plant-based assortments within the meat and dairy sections), a climate label (i.e. a traffic-light label based on CO2<\/sub>e emissions), and the combination of the two. The study was conducted in Germany, Denmark, Spain and Hungary with a sample of N=7,373 participants. Study 2 tested the effects of price changes (i.e. price increases for high-emission foods and\/or price decreases for low-emission foods), climate labelling (i.e. information on the CO2<\/sub>e emissions of food products) and different combinations of these treatment interventions. The study was conducted in Italy, Poland and the United Kingdom with a representative sample of N=7,482 consumers.<\/p>\n

Study 1 on behavioural supermarket interventions in Germany, Denmark, Spain and Hungary showed that the strategic placement of plant-based assortments in the meat and dairy sections as well as the introduction of a climate label can reduce the carbon footprint of food purchases, particularly when implemented jointly. The effectiveness of the tested interventions varied across countries and not all effects were statistically significant. Across Germany, Denmark, and Spain, the combination of the placement intervention with a climate label resulted in the greatest reduction in emissions by \u201313% to \u201316% (compared to the control group). In Spain and Denmark, the introduction of a climate label also had a statistically significant effect. The placement intervention by itself had a significant effect only in Denmark. In Hungary, none of the tested interventions significantly reduced the climate impact of food purchases; however, the combined intervention led to a significant reduction of climate emissions among younger age groups (up to 40 years).<\/p>\n

Study 2 on price- and information-based interventions in Italy, Poland and the United Kingdom found that price mechanisms and information are effective tools to reduce emissions from food consumption behaviours. While price increases for high-emission foods had, on average, the strongest effects in terms of emission reductions (\u20134% to \u20139%) across all three countries, the effect size of the remaining interventions differed across countries, suggesting that the optimal implementation may depend on specific country settings. Price discounts for low-emission foods by themselves did not lead to the desired effect of reducing the climate impact of food consumption, but instead had a null (Italy) or even positive effect (Poland and the United Kingdom) on food-related emissions \u2013 unless combined with climate labelling and\/or price increases for high-emission foods. Climate labelling by itself (without the implementation of price changes) yielded remarkable significant reductions in emissions in Poland and the United Kingdom, but was ineffective in Italy. The results from Study 2 additionally show that it is possible to achieve equivalent emission reductions using different mixes of instruments and that solutions should be carefully chosen and tailored depending on the country context and objectives.<\/p>\n

In both studies, significant reductions in the climate impact of food purchases were primarily driven by lower purchased quantities of high-emission foods, particularly beef and cheese. Although the average decrease in the purchased quantity of these items was relatively modest, the corresponding reduction in CO\u2082e emissions was substantial, underscoring that even small shifts in consumer behaviour away from high-emission, animal-based foods can yield significant climate benefits.<\/p>\n

The tested interventions promoting (plant-based) foods with low CO\u2082e emissions \u2013 the placement intervention in Study 1, and the price discount intervention in Study 2 \u2013 successfully increased the purchases of these products in all countries across both studies. Interestingly, when implemented as single interventions rather than as part of an instrument mix that also modifies aspects of high-emission foods, these measures failed to significantly reduce the climate impact of food purchases. Consumers exposed to these interventions did not significantly reduce the consumption of high-emission foods so that the desired substitution from high- to low-emission foods did not occur.<\/p>\n

The findings from the two studies raise important questions about the role and power of supermarkets in shaping the food environments within which consumers make their food choices. The studies demonstrate that far-reaching measures implemented in supermarkets have the potential to substantially reduce the climate footprint of food consumption in the EU through shifting consumer behaviour towards more sustainable food choices. However, while the retail sector holds significant leverage to drive such change, the commercial interests of retailers are not necessarily aligned with policy objectives aimed at reducing the climate impact of food consumption. This report seeks to inform and motivate both private and public stakeholders in the food sector to act upon these insights.<\/p>\n

The full report will be available soon.<\/p>\n\n <\/div>\n <\/details>\n\n <\/div>\n\n

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\n \n Darstellung des Beitrags ausgew\u00e4hlter Fallstudien zu VISIONARY\n <\/a>\n <\/h5>\n\n
\n 20. Juli 2025\n <\/div>\n\n
\n Dieser Bericht (Deliverable 2.2) baut auf dem ersten konzeptionellen und analytischen Rahmen des VISIONARY-Projekts auf. Er zeigt, wie die ausgew\u00e4hlten Fallstudien sich gegenseitig erg\u00e4nzen, um die wichtigsten Ziele des Projekts zu erreichen. Au\u00dferdem werden die theoretischen Grundlagen unserer Arbeit...\n <\/div>\n\n
\n \n Read more\n <\/summary>\n\n
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Dieser Bericht (Deliverable 2.2) baut auf dem ersten konzeptionellen und analytischen Rahmen des VISIONARY-Projekts auf. Er zeigt, wie die ausgew\u00e4hlten Fallstudien sich gegenseitig erg\u00e4nzen, um die wichtigsten Ziele des Projekts zu erreichen. Au\u00dferdem werden die theoretischen Grundlagen unserer Arbeit kurz erkl\u00e4rt und der Ansatz beschrieben, der in den Fallstudien angewendet wurde.<\/p>\n\n <\/div>\n <\/details>\n\n <\/div>\n\n

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\n \n 360 downloads\n <\/span>\n <\/div>\n\n<\/div><\/div>
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\n \n Literaturbasierte Erfassung von Faktoren, die zu Verhaltens\u00e4nderungen im Ern\u00e4hrungssystem f\u00fchren\n <\/a>\n <\/h5>\n\n
\n 20. Juli 2025\n <\/div>\n\n
\n Diese Studie (Deliverable 2.1) besteht aus einer systematischen Literatur\u00fcbersicht, um herauszufinden, welche Faktoren Ver\u00e4nderungen im Verhalten von Akteuren im Lebensmittelsystem f\u00f6rdern oder blockieren. Ziel war es, einen \u00dcberblick \u00fcber die wichtigsten Treiber f\u00fcr Verhaltens\u00e4nderungen und deren...\n <\/div>\n\n
\n \n Read more\n <\/summary>\n\n
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Diese Studie (Deliverable 2.1) besteht aus einer systematischen Literatur\u00fcbersicht, um herauszufinden, welche Faktoren Ver\u00e4nderungen im Verhalten von Akteuren im Lebensmittelsystem f\u00f6rdern oder blockieren. Ziel war es, einen \u00dcberblick \u00fcber die wichtigsten Treiber f\u00fcr Verhaltens\u00e4nderungen und deren Bedeutung f\u00fcr bestimmte Akteure und Wertsch\u00f6pfungsketten zu geben.<\/p>\n

Dazu wurde eine Umbrella Review durchgef\u00fchrt, also eine \u00dcbersicht \u00fcber systematische und strukturierte Literatur\u00fcbersichten zu verhaltensbezogenen Aspekten der Nachhaltigkeitstransition in Lebensmittelsystemen. Die Ergebnisse f\u00fchrten zu einer systematischen Kartierung der Faktoren, die das Verhalten der Akteure beeinflussen (sogenannte 360\u00b0 Reviews), sowie zu einer zusammenfassenden Darstellung der Empfehlungen aus den ausgew\u00e4hlten \u00dcbersichten.<\/p>\n\n <\/div>\n <\/details>\n\n <\/div>\n\n

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\n Download<\/a>\n <\/div>\n\n
\n 4.35 MB\n <\/div>\n\n \n Copy link\n <\/span>\n\n <\/div>\n\n <\/div>\n\n
\n \n 438 downloads\n <\/span>\n <\/div>\n\n<\/div><\/div>
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\n \n Visionary Projekt Flyer\n <\/a>\n <\/h5>\n\n
\n 29. November 2023\n <\/div>\n\n
\n Alle wichtigen Fakten zu VISIONARY auf einen Blick.\n...\n <\/div>\n\n
\n \n Read more\n <\/summary>\n\n
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Alle wichtigen Fakten zu VISIONARY auf einen Blick.<\/p>\n\n <\/div>\n <\/details>\n\n <\/div>\n\n

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\n Download<\/a>\n <\/div>\n\n
\n 662.55 KB\n <\/div>\n\n \n Copy link\n <\/span>\n\n <\/div>\n\n <\/div>\n\n
\n \n 205 downloads\n <\/span>\n <\/div>\n\n<\/div><\/div><\/div>
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    All Case studies<\/h2>\n

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    K\u00f6nnen wir den Verkauf von nachhaltigen Lebensmitteln f\u00f6rdern, indem wir den Verbraucher in die richtige Richtung lenken? Durch die Durchf\u00fchrung von Feldexperimenten in Einzelhandelsgesch\u00e4ften (z. B. Superm\u00e4rkten, Hofl\u00e4den) gewinnt dieser […]<\/p>\n","protected":false},"author":2,"featured_media":3000,"parent":3834,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-3821","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/visionary-project.eu\/de\/wp-json\/wp\/v2\/pages\/3821","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionary-project.eu\/de\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/visionary-project.eu\/de\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/visionary-project.eu\/de\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionary-project.eu\/de\/wp-json\/wp\/v2\/comments?post=3821"}],"version-history":[{"count":4,"href":"https:\/\/visionary-project.eu\/de\/wp-json\/wp\/v2\/pages\/3821\/revisions"}],"predecessor-version":[{"id":10374,"href":"https:\/\/visionary-project.eu\/de\/wp-json\/wp\/v2\/pages\/3821\/revisions\/10374"}],"up":[{"embeddable":true,"href":"https:\/\/visionary-project.eu\/de\/wp-json\/wp\/v2\/pages\/3834"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionary-project.eu\/de\/wp-json\/wp\/v2\/media\/3000"}],"wp:attachment":[{"href":"https:\/\/visionary-project.eu\/de\/wp-json\/wp\/v2\/media?parent=3821"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}