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Updated: Feb 20, 2026
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Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior
Published on: July 24, 2017
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A multi-stakeholder evaluation of the Baltimore City virtual supermarket program
Pooja Lagisetty1,2,3, Laura Flamm4, Summer Rak4
1Division of General Internal Medicine at University of Michigan, Ann Arbor, MI, USA. lagiset@med.umich.edu.
BMC Public Health
|October 25, 2017
Summary
The Virtual Supermarket Program (VSP) improves access to healthy food in low-income areas by addressing transportation barriers. Policy changes are needed to allow online SNAP benefits, enabling wider program dissemination.
Area of Science:
- Public Health
- Food Systems
- Health Equity
Background:
- High obesity rates in disadvantaged communities necessitate increased access to healthy food options.
- The Virtual Supermarket Program (VSP) utilizes online grocery delivery to serve low-income neighborhoods.
- Evaluating stakeholder perspectives is crucial for the VSP's successful implementation.
Purpose of the Study:
- Assess the feasibility, sustainability, and efficacy of the VSP.
- Identify stakeholder preferences and barriers to program implementation.
- Provide a guide for developing similar public health initiatives.
Main Methods:
- Surveyed 93 customers who used the VSP.
- Interviewed 14 programmatic stakeholders involved in VSP design and implementation.
- Assessed program feasibility, sustainability, and efficacy through mixed methods.
Main Results:
- VSP successfully addressed transportation and food availability barriers.
- Program positively impacted food purchasing behavior, community, and city's food justice image.
- Customers valued using Supplemental Nutrition Assistance Program (SNAP) benefits, highlighting the need for policy changes for online SNAP processing.
Conclusions:
- The VSP model offers valuable lessons for public health leaders.
- The 2014 Farm Bill allows online SNAP benefit pilots, potentially facilitating VSP dissemination.
- Successful SNAP online pilots could lead to widespread adoption of the VSP model.
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