Consumer perception of packaging: An eye‐tracking study of gluten‐free cookies

Maria Sielicka-Różyńska , Ewa Jerzyk , Natalia Gluza


The 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.
Author Maria Sielicka-Różyńska (WT / KTAS)
Maria Sielicka-Różyńska,,
- Department of Food Commodity Science
, Ewa Jerzyk (WZ / KSM)
Ewa Jerzyk,,
- Department of Marketing Strategies
, Natalia Gluza (WZ / KSM)
Natalia Gluza,,
- Department of Marketing Strategies
Journal seriesInternational Journal of Consumer Studies, ISSN 1470-6423, e-ISSN 1470-6431, (N/A 100 pkt)
Issue year2020
Nofirst online
Publication size in sheets1.6
Keywords in Polishciastka, symbol Przekreślonego Kłosa, eye tracking, produkt bezglutenowy, znakowanie, oświadczenie żywieniowe, uwaga wzrokowa
Keywords in Englishcookies, crossed grain symbol, eye tracking, gluten‐free, labelling, verbal claim, visual attention
ASJC Classification2739 Public Health, Environmental and Occupational Health; 1406 Marketing; 2002 Economics and Econometrics; 3202 Applied Psychology
Languageen angielski
Score (nominal)100
Score sourcejournalList
ScoreMinisterial score = 100.0, 08-09-2020, ArticleFromJournal
Publication indicators WoS Citations = 0; Scopus SNIP (Source Normalised Impact per Paper): 2018 = 0.973; WoS Impact Factor: 2017 = 1.555 (2) - 2017=2.035 (5)
Citation count*
Additional fields
UwagiFirst online: 04 July 2020
Share Share

Get link to the record

* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
Are you sure?