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A Healthy Mix?

Health-Food Retail and Mixed-Use Development- Mobility-related Analysis of Grocery-Shopping Behavior in Irvine, California

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Benjamin Heldt

Mixed-use developments are one of the means planners use to realize land-use changes required by SB375 to encounter climate change. The mix of land uses is intended to reduce distances between activities. However, for their economic viability, such projects require specialty retail as anchor tenants which draw a special customer base that may be willing to travel far. Consequently, specialty may contradict a mixed-use development’s intention to reduce traffic. This research looks into the spatial behavior of the customers of a health-food store that is located at the mixed-use development «Park Place» in Irvine, CA. Using a POS-intercept survey and GIS, the author found that regular health-food shoppers indeed travel significantly farther distances than occasional health-food shoppers.

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Peter Lang european University Studies Benjamin Heldt a Healthy Mix? Health-Food retail and Mixed-Use Development Mobility-related analysis of grocery-Shopping Behavior in Irvine, California B en ja m in H el dt · A H ea lth y M ix ? H ea lth -F oo d R et ai l a nd M ix ed -U se D ev el op m en t V /3 41 9 Benjamin Heldt studied geography, Business administration and economics at Humboldt University in Berlin (germany). His focus of research lies on Mobility, gIS, Urban Development, and Consumer Behavior. Mixed-use developments are one of the means planners use to realize land- use changes required by SB375 to encounter climate change. the mix of land uses is intended to reduce distances between activities. However, for their economic viability, such projects require specialty retail as anchor tenants which draw a special customer base that may be willing to travel far. Consequently, specialty may contradict a mixed-use development’s intention to reduce traffic. this research looks into the spatial behavior of the customers of a health-food store that is located at the mixed-use development „Park Place“ in Irvine, Ca. Using a POS-intercept survey and gIS, the author found that regular health- food shoppers indeed travel significantly farther distances than occasional health-food shoppers. www.peterlang.de ISBN 978-3-631-63767-8 eHS-05 3419_263767_Heldt_VH_a5Bre.indd 1 13.09.12 17:03:27 Uhr European University Studies Europäische Hochschulschriften Publications Universitaires Européennes Series V Economics and Management Reihe V Série V Volks- und Betriebswirtschaft...

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