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Role of claims on gluten-free cookies' packaging in influencing consumer behaviour. An eye-tracking study

Wpływ oświadczeń na opakowaniach ciastek bezglutenowych na zachowania konsumentów. Badanie eye-trackingowe

This paper aims to investigate how the number and type of claims placed on gluten-free (GF) cookies packaging impact consumer visual attention and purchase intention, and to compare how consumers who are on a gluten-free diet and those who are not perceive the claims. This article uses the triangulation of two research methods, i.e. eye-tracking (ET), which measures consumer visual attention, and a questionnaire survey. Three self-designed labels for gluten-free cereal cookies with various combinations of health and nutrition claims were assessed. The study shows that both the number and the type of claims on GF packaging impact the visual attention and purchase intention of consumers. Higher number of different claims induces more attention given to all of them but does not lead to higher purchase intention of a certain product. Despite the fact that participants who were on a gluten-free diet had declared that information on the package concerning how the ingredients influenced their health was of high importance, no difference in the visual attention given to claims and purchase intention was found between the followers and non-followers of the diet (p > 0.05).

Artykuł ma celu zbadanie, w jaki sposób liczba i rodzaj oświadczeń umieszczanych na opakowaniach ciastek bezglutenowych wpływa na uwagę wzrokową konsumentów i zamiar zakupu, a także porównanie sposobu postrzegania oświadczeń przez konsumentów będących na diecie bezglutenowej i tych, którzy na niej nie są. W artykule wykorzystano triangulację dwóch metod badawczych, tj. eye-trackingu (ET), który mierzy uwagę wzrokową konsumentów, oraz ankiety. Trzy samodzielnie zaprojektowane etykiety bezglutenowych ciastek zbożowych z różnymi kombinacjami oświadczeń zdrowotnych i żywieniowych zostały poddane ocenie. Z badania wynika, że zarówno liczba, jak i rodzaj oświadczeń na opakowaniach wpływa na uwagę wizualną i intencje zakupowe konsumentów. Większa liczba różnych oświadczeń zwraca uwagę konsumenta, ale nie prowadzi do zwiększenia intencji zakupowej określonego produktu. Pomimo że badani będący na diecie bezglutenowej deklarowali, że informacja na opakowaniu dotycząca wpływu składników na ich zdrowie jest dla nich bardzo istotna, nie stwierdzono różnicy w uwadze wzrokowej na oświadczeniach oraz intencji zakupowej pomiędzy konsumentami stosującymi dietę i jej niestosującymi (p > 0,05).

Słowa kluczowe: visual attention; purchase intention; health claim; nutrition claim; gluten-free diet (uwaga wzrokowa; intencja zakupowa; oświadczenia zdrowotne; oświadczenia żywieniowe; dieta bezglutenowa)



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