Electronic Shelf Labeling: An Empirical Investigation of Consumers’ Attitudes Toward a New Technology in Retailing

Abstract

The supermarket industry is under intense pressure to be more efficient and yet service oriented. One solution may be electronic shelf labeling systems. This study reports the results of an awareness and attitude study conducted with 261 supermarket shoppers with respect to electronic shelf labeling. The data indicate this new technology may be a profitable investment from a financial and consumer attitude perspective.