Perception of Local Food Labelling by Generation Z: Eye-Tracking Experiment
The subject of this research is to reveal the customer's approach towards local food in general and to explore the impact of its labelling on consumer perceptions. The main objective is to find out if an eco-label, a local-label or a bio-label has an impact on consumer behaviour. The following...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Mendel University, Brno
2016-12-01
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| Series: | European Journal of Business Science and Technology |
| Subjects: | |
| Online Access: | https://ejobsat.cz/artkey/ejo-201602-0006_perception-of-local-food-labelling-by-generation-z-eye-tracking-experiment.php |
| _version_ | 1818525074838257664 |
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| author | Jan Fiala Ivica Toufarová Stanislav Mokrý Martin Souček |
| author_facet | Jan Fiala Ivica Toufarová Stanislav Mokrý Martin Souček |
| author_sort | Jan Fiala |
| collection | DOAJ |
| description | The subject of this research is to reveal the customer's approach towards local food in general and to explore the impact of its labelling on consumer perceptions. The main objective is to find out if an eco-label, a local-label or a bio-label has an impact on consumer behaviour. The following methods were used during the research: eye-tracking technology, in-depth interviews, the A/B testing method, the non-parametric Mann-Whitney test and the non-parametric Kruskal-Wallis test for testing hypotheses. Data were collected from the eye-tracking device in December 2015 and additionally revised for higher validation. In total, the observation contains 121 respondents (63 participants in the reference group - A, and 58 participants in the control group - B). Participants are defined as being from generation Z. It is assumed that the presence of the label on a product has an effect on consumer behaviour. The experiment itself took place at the eyetracking laboratory of the Faculty of Business and Economics at Mendel University in Brno. |
| first_indexed | 2024-12-11T06:04:53Z |
| format | Article |
| id | doaj.art-1f5262ade0a04ffd873f66dd00625a5a |
| institution | Directory Open Access Journal |
| issn | 2336-6494 2694-7161 |
| language | English |
| last_indexed | 2024-12-11T06:04:53Z |
| publishDate | 2016-12-01 |
| publisher | Mendel University, Brno |
| record_format | Article |
| series | European Journal of Business Science and Technology |
| spelling | doaj.art-1f5262ade0a04ffd873f66dd00625a5a2022-12-22T01:18:19ZengMendel University, BrnoEuropean Journal of Business Science and Technology2336-64942694-71612016-12-012215215910.11118/ejobsat.v2i2.65ejo-201602-0006Perception of Local Food Labelling by Generation Z: Eye-Tracking ExperimentJan Fiala0Ivica Toufarová1Stanislav Mokrý2Martin SoučekMendel University in Brno, Czech RepublicMendel University in Brno, Czech RepublicMendel University in Brno, Czech RepublicThe subject of this research is to reveal the customer's approach towards local food in general and to explore the impact of its labelling on consumer perceptions. The main objective is to find out if an eco-label, a local-label or a bio-label has an impact on consumer behaviour. The following methods were used during the research: eye-tracking technology, in-depth interviews, the A/B testing method, the non-parametric Mann-Whitney test and the non-parametric Kruskal-Wallis test for testing hypotheses. Data were collected from the eye-tracking device in December 2015 and additionally revised for higher validation. In total, the observation contains 121 respondents (63 participants in the reference group - A, and 58 participants in the control group - B). Participants are defined as being from generation Z. It is assumed that the presence of the label on a product has an effect on consumer behaviour. The experiment itself took place at the eyetracking laboratory of the Faculty of Business and Economics at Mendel University in Brno.https://ejobsat.cz/artkey/ejo-201602-0006_perception-of-local-food-labelling-by-generation-z-eye-tracking-experiment.phpconsumer behavioureye-trackinglocal productslabelling |
| spellingShingle | Jan Fiala Ivica Toufarová Stanislav Mokrý Martin Souček Perception of Local Food Labelling by Generation Z: Eye-Tracking Experiment European Journal of Business Science and Technology consumer behaviour eye-tracking local products labelling |
| title | Perception of Local Food Labelling by Generation Z: Eye-Tracking Experiment |
| title_full | Perception of Local Food Labelling by Generation Z: Eye-Tracking Experiment |
| title_fullStr | Perception of Local Food Labelling by Generation Z: Eye-Tracking Experiment |
| title_full_unstemmed | Perception of Local Food Labelling by Generation Z: Eye-Tracking Experiment |
| title_short | Perception of Local Food Labelling by Generation Z: Eye-Tracking Experiment |
| title_sort | perception of local food labelling by generation z eye tracking experiment |
| topic | consumer behaviour eye-tracking local products labelling |
| url | https://ejobsat.cz/artkey/ejo-201602-0006_perception-of-local-food-labelling-by-generation-z-eye-tracking-experiment.php |
| work_keys_str_mv | AT janfiala perceptionoflocalfoodlabellingbygenerationzeyetrackingexperiment AT ivicatoufarova perceptionoflocalfoodlabellingbygenerationzeyetrackingexperiment AT stanislavmokry perceptionoflocalfoodlabellingbygenerationzeyetrackingexperiment AT martinsoucek perceptionoflocalfoodlabellingbygenerationzeyetrackingexperiment |