Perception of Local Food Labelling by Generation Z: Eye-Tracking Experiment
| Autor: | Martin Souček, Ivica Toufarová, Jan Fiala, Stanislav Mokrý |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2016 |
| Předmět: |
0301 basic medicine
Economics and Econometrics local products labelling media_common.quotation_subject Control (management) consumer behaviour lcsh:Business Management Information Systems 03 medical and health sciences Management of Technology and Innovation Perception 0502 economics and business Product (category theory) Business and International Management Consumer behaviour Reference group media_common Marketing eye-tracking 030109 nutrition & dietetics 05 social sciences Subject (documents) Test (assessment) Eye tracking 050211 marketing Psychology lcsh:HF5001-6182 Social psychology Finance |
| Zdroj: | European Journal of Business Science and Technology, Vol 2, Iss 2, Pp 152-159 (2016) |
| ISSN: | 2694-7161 2336-6494 |
| Popis: | The subject of this research is to reveal the customer's approach towards local food in general and to explore the impact of its labelling on consumer perceptions. The main objective is to find out if an eco-label, a local-label or a bio-label has an impact on consumer behaviour. The following methods were used during the research: eye-tracking technology, in-depth interviews, the A/B testing method, the non-parametric Mann-Whitney test and the non-parametric Kruskal-Wallis test for testing hypotheses. Data were collected from the eye-tracking device in December 2015 and additionally revised for higher validation. In total, the observation contains 121 respondents (63 participants in the reference group - A, and 58 participants in the control group - B). Participants are defined as being from generation Z. It is assumed that the presence of the label on a product has an effect on consumer behaviour. The experiment itself took place at the eyetracking laboratory of the Faculty of Business and Economics at Mendel University in Brno. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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