Análisis de la representatividad de símbolos sobre sostenibilidad de producto, utilizando un equipo de eye-tracking

Abstract

In product labelling it is common to find logos or symbols referring to different information aspects. Particularly, issues regarding sustainability and circular economy in product consumption are increasingly concerning consumers.

However, the proliferation of sustainable concepts and their related symbols can be confusing for consumers. For this reason, the design of these symbols should consider if they are assessed by customers as representative of their meaning. The purpose of this paper is to analyze the way in which the design of symbols about product sustainability influences the assessment of their representativeness. A study has been carried out using products with six sustainable features (refurbished, adaptable to new functions, durability, personalized, easy maintenance, flexible design). Participants have selected, among four options, the design of the most representative symbol in each case. The study considers the assessment, time until decision, and the analysis of the visual attention on the information displayed, which has been quantified by the application of an eye-tracking.