In short

The role of project partner MAPP Centre, Aarhus University, involved in the consumer engagement task, is to ensure that all steps, from development to implementation and adoption, are conducted in a consumer-centric manner, in other words, meeting consumer expectations.

Consumer engagement increases the chances of:

  • Adoption of mobile containers and their technologies by the public.
  • Successful investments in technology development

How to ensure consumer engagement?

Consumers are diverse with some consumer groups being more likely to adopt FOX technologies than others. It is important to get these relevant consumer groups to engage with the technology first. Others might then follow their lead. To identify relevant consumer groups, Aarhus University, conducted a mapping of the local consumer base. Subsequently, the FOXLINK app, will connect the local consumer base, by being a communication platform between consumers and between consumers and suppliers.

How was the consumer mapping conducted?

Key figures of consumer study:

  • About 3000 consumers participated in an online survey in six languages
  • 500 consumers per Food Circle region (North Brabant/NL, Valencia/ES, Province Alpes Cote d’Azur/FR, Lake Constance/DE, Central Bohemian Region/CZ, Kuyavian-Pomeranian Voivodeship/PL)
  • Consumers were provided with general information on the FOX project and specific information on the regional food products that will be produced by the FOX technologies
  • Attitude towards and engagement probability with the regional food products as well as the FOXLINK app were assessed

The survey data was analysed with a method called ‘latent class segmentation’ to map the local consumer base in each Food Circle region that has the highest potential to engage. According to ‘latent class segmentation’, consumers who answered similarly on attitude and engagement probability were identified by the model to have a higher likelihood to belong to the same consumer group. The consumers’ groups, that have more positive attitudes and higher engagement probability are considered to have a higher potential to engage with the local Food Circle system.

Who are the high potential FOX consumers?

We identified three distinct consumer groups across the Food Circle regions. 26 % of all respondents showed the highest potential and 36 % of respondents showed moderate potential to engage with the Food Circle systems.

The main characteristics of the relevant local consumer base are presented below.

Socio-demographic characteristics of high potential consumers across regions:

  • Female, with kids in the household
  • In her 40ies
  • Employed full-time
  • Views herself as financially well-off
  • Enjoys discussing topics online

Attitudes of high potential consumers across regions:

  • Value green consumption more than others
  • Desire food authenticity
  • Like to support their local food community
  • Display high trust in the food chain

Consider health and convenience to be important characteristics when choosing food

Do consumers engage differently per Food Circle region?

The above characteristics were similar across the regions, however, Food Circle specific differences were found. This is relevant to consider when moving forward with the project. For example, consumers in Lake Constance, Germany were least likely to engage with activities related to the food production system. On the other hand, when considering the specific product made available through FOX technologies, German consumers expressed the most positive attitude toward the local product, followed by consumers from Central Bohemia, CZ and North Brabant, NL.

Up next: year 2

The presented insights will be used in the subsequent stages of the consumer engagement task, such as the development of the communication channel, FOXLINK app (coming soon:, to connect consumers, but also to link consumers to local food producers in each Food Circle and serve as a communication platform.