A qualitative exploration of user perceptions and expectations of raw milk vending machines

Abstract

Fresh food vending machines (VMs) can be an alternative channel for sustainable and health-conscious retailing. However VMs that dispense fresh items such as raw milk pose distinct challenges in user interaction. This study explores user perceptions and expectations regarding the anticipated use of raw milk vending machines (RM-VMs). The study incorporates both exploratory and evaluative inquiry through the use of in-depth interviews supplemented with visual prompts. The study highlighted the critical importance of food hygiene mostly attributed to human errors. Key user expectations for enhancing food safety and user interaction in the next generation of RM-VMs emerged as digital technology integration and automation of tasks with the aim of improving the discoverability and understandability of product features minimising human errors in use enhancing information quality and quantity adapting to evolving shopping practices and diverse user profiles and elevating service quality. © 2024 Elsevier B.V. All rights reserved.