Análisis de la percepción de etiquetado de producto utilizando eye-traking. Influencia de los criterios personales

Abstract

Product labelling of product is a key element in the communication of specific information, with significant influence on consumer’s behavior and decisions. This behavior depends largely, on the one hand, on consumers’ personal concerns, and on the other hand, on the perception of this information. In the field of consumer behavior, techniques allowing to objectively obtain quantified information on perceptions are used. In this sense, eye-tracking (ET) analyzes consumers’ visual attention while they are processing information.

Considering this approach, this study analyses visual behavior in the perception of product labelling related to environment respect (4 labels) and to biological or ecological food (5 labels). 73 participants have chosen, between pairs of labels of a same theme, the most representative one. Results show significant differences in the representativeness of the different labels, based on gender and personal criteria. However, labels more frequently selected were chosen by individuals who showed little interest for sustainable issues.