Consumer perception of packaging: An eye‐tracking study of gluten‐free cookies
Maria Sielicka-Różyńska , Ewa Jerzyk , Natalia Gluza
AbstractThe growing interest in gluten-free products makes it crucial to understand the mechanism of consumers’ perception of gluten-free claims. Due to the limited research measuring the influence of the type (verbal/nonverbal), number, and location of gluten-free statements on product labels on visual attention and consumers’ purchase decisions, the main aim of this research was to evaluate the perception of gluten-free claims and the Crossed Grain symbol on cookie packagesof both consumers who are on a gluten-free diet and those who are not. To that end, a questionnaire survey (600 respondents) andan eye-tracking study (67 respondents) were carried out.The results showed that the respondentsare aware of the basic rules of gluten-free products’ labelling, but 32% of thoseon the diet claimed that the products werenot labelledproperly. The analysis proved (p<.05) the significant relation between the number of gluten-free claims and consumers’ purchase intention.The respondents paid more attention to verbal gluten-free claimsthan to nonverbal oneson packaging (p<.05). In the case of theCrossed Grain symbol, addition of verbal statement strengthened the information and decreased the respondents’ level of uncertainty about a given product, which is important, especiallyfor people newly adopting the diet. No differencein the visual attentiontogluten-free statements between thefollowers and non-followers of the diet was found (p>.05), which allowed us to conclude that the perception of gluten-free claims is an automatic process. These results suggest that designing product labelsby considering the informationarchitecture concerning glutenmay helpstrengthenconsumers’ attitudes toward glutenfree products and impact buying behaviour.
|Journal series||International Journal of Consumer Studies, ISSN 1470-6423, e-ISSN 1470-6431, (N/A 100 pkt)|
|Publication size in sheets||1.6|
|Keywords in Polish||ciastka, symbol Przekreślonego Kłosa, eye tracking, produkt bezglutenowy, znakowanie, oświadczenie żywieniowe, uwaga wzrokowa|
|Keywords in English||cookies, crossed grain symbol, eye tracking, gluten‐free, labelling, verbal claim, visual attention|
|ASJC Classification||; ; ;|
|Score||= 100.0, 08-09-2020, ArticleFromJournal|
|Publication indicators||= 0; : 2018 = 0.973; : 2017 = 1.555 (2) - 2017=2.035 (5)|
|Uwagi||First online: 04 July 2020|
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.