Biophilic sounds: enhancing healthy food and beverage selection

Purpose Retailers and service providers are increasingly adopting biophilic design elements to enhance the shopping experience and shape customers emotions. While the use of biophilic sounds such as natural soundscapes or nature-inspired auditory cues has been suggested to promote relaxation and boost sales of healthy foods, actual effects remain underexplored. This research investigates how biophilic soundscapes (symbolic, indirect nature-inspired sounds) influence healthy food and beverage choices, and sales outcomes. Design/methodology/approach We conduct three experimental studies, a field experiment in an actual supermarket, a laboratory experiment using a virtual store and an online experiment. Findings Our findings advance biophilic servicescape literature by highlighting the role of biophilic symbolic sound in utilitarian environments such as supermarkets. Using the stress recovery theory and regulatory depletion theory as our theoretical lens, we demonstrate that biophilic sounds, on their own, have a calming effect (increased relaxation), which in turn encourages consumer choices toward healthier options. Originality/value We offer new insights for service managers on how to create value for consumers by supporting their health and well-being while also achieving positive managerial outcomes, such as designing and delivering more relaxing customer experiences.