Perception of Local Food Labelling by Generation Z: Eye-Tracking Experiment

Jan Fiala, Ivica Toufarová, Stanislav Mokrý and Martin Souček
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Jan Fiala: Mendel University in Brno, Czech Republic
Ivica Toufarová: Mendel University in Brno, Czech Republic
Stanislav Mokrý: Mendel University in Brno, Czech Republic
Martin Souček: Mendel University in Brno, Czech Republic

European Journal of Business Science and Technology, 2016, vol. 2, issue 2, 152-159

Abstract: 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.

Keywords: consumer behaviour; eye-tracking; local products; labelling (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:men:journl:v:2:y:2016:i:2:p:152-159

DOI: 10.11118/ejobsat.v2i2.65

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