The impact of bio-label on the decision-making behavior
Unlike traditional research methods used for investigating consumer responses to different stimuli such as surveys, interviews or focus groups, recently, the autonomic neuropsychological measures have been implemented within the neuromarketing field to obtain subconscious preferences from the consum...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-09-01
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| Series: | Frontiers in Sustainable Food Systems |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fsufs.2022.1002521/full |
| _version_ | 1828118445637500928 |
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| author | Hedda Martina Šola Hedda Martina Šola Jasenka Gajdoš Kljusurić Ivana Rončević |
| author_facet | Hedda Martina Šola Hedda Martina Šola Jasenka Gajdoš Kljusurić Ivana Rončević |
| author_sort | Hedda Martina Šola |
| collection | DOAJ |
| description | Unlike traditional research methods used for investigating consumer responses to different stimuli such as surveys, interviews or focus groups, recently, the autonomic neuropsychological measures have been implemented within the neuromarketing field to obtain subconscious preferences from the consumer's brain. In the current study, the webcam-based eye-tracking technology is used to analyze both visual and emotional reflects of the consumer green purchasing behavior, which has grown notably in the last decade. The main interest was to assess whether the color packaging affects the BIO label and if such a label is essential for consumers' purchasing behavior. The packaging designs of the two well-known products from one of Croatia's most prominent food processing companies were manipulated in packaging color and the BIO label placement. The results have shown that regardless of the package design and the placement of the BIO label, participants elicited higher intensities of negative emotion. The eye-tracking metrics showed that for both products the color of the packaging and the BIO label placement matter. |
| first_indexed | 2024-04-11T13:32:24Z |
| format | Article |
| id | doaj.art-8e0ff4f1cec5443fa99c13f9e120003c |
| institution | Directory Open Access Journal |
| issn | 2571-581X |
| language | English |
| last_indexed | 2024-04-11T13:32:24Z |
| publishDate | 2022-09-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Sustainable Food Systems |
| spelling | doaj.art-8e0ff4f1cec5443fa99c13f9e120003c2022-12-22T04:21:48ZengFrontiers Media S.A.Frontiers in Sustainable Food Systems2571-581X2022-09-01610.3389/fsufs.2022.10025211002521The impact of bio-label on the decision-making behaviorHedda Martina Šola0Hedda Martina Šola1Jasenka Gajdoš Kljusurić2Ivana Rončević3Division for Consumer Behavior and Neuroscience, Institute for Neuromarketing, Zagreb, CroatiaCentre for Applied Research and Entrepreneurship, Oxford Business College, Oxford, United KingdomDepartment of Process Engineering, Faculty of Food Technology and Biotechnology, University of Zagreb, Zagreb, CroatiaApplied Linguistics Research Lab, Linguistics and Translation Department, Prince Sultan University, Riyadh, Saudi ArabiaUnlike traditional research methods used for investigating consumer responses to different stimuli such as surveys, interviews or focus groups, recently, the autonomic neuropsychological measures have been implemented within the neuromarketing field to obtain subconscious preferences from the consumer's brain. In the current study, the webcam-based eye-tracking technology is used to analyze both visual and emotional reflects of the consumer green purchasing behavior, which has grown notably in the last decade. The main interest was to assess whether the color packaging affects the BIO label and if such a label is essential for consumers' purchasing behavior. The packaging designs of the two well-known products from one of Croatia's most prominent food processing companies were manipulated in packaging color and the BIO label placement. The results have shown that regardless of the package design and the placement of the BIO label, participants elicited higher intensities of negative emotion. The eye-tracking metrics showed that for both products the color of the packaging and the BIO label placement matter.https://www.frontiersin.org/articles/10.3389/fsufs.2022.1002521/fullfood packaging designeye-trackingneuromarketingdecision-makingbio-production of hydrogen |
| spellingShingle | Hedda Martina Šola Hedda Martina Šola Jasenka Gajdoš Kljusurić Ivana Rončević The impact of bio-label on the decision-making behavior Frontiers in Sustainable Food Systems food packaging design eye-tracking neuromarketing decision-making bio-production of hydrogen |
| title | The impact of bio-label on the decision-making behavior |
| title_full | The impact of bio-label on the decision-making behavior |
| title_fullStr | The impact of bio-label on the decision-making behavior |
| title_full_unstemmed | The impact of bio-label on the decision-making behavior |
| title_short | The impact of bio-label on the decision-making behavior |
| title_sort | impact of bio label on the decision making behavior |
| topic | food packaging design eye-tracking neuromarketing decision-making bio-production of hydrogen |
| url | https://www.frontiersin.org/articles/10.3389/fsufs.2022.1002521/full |
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