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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Jan Fiala & Ivica Toufarová & Stanislav Mokrý & Martin Souček, 2016. "Perception of Local Food Labelling by Generation Z: Eye-Tracking Experiment," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 2(2), pages 152-159.
    • Handle: RePEc:men:journl:v:2:y:2016:i:2:p:152-159
    DOI: 10.11118/ejobsat.v2i2.65
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    References listed on IDEAS

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    1. Gunne Grankvist & Ulf Dahlstrand & Anders Biel, 2004. "The Impact of Environmental Labelling on Consumer Preference: Negative vs. Positive Labels," Journal of Consumer Policy, Springer, vol. 27(2), pages 213-230, June.
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    Cited by:

    1. Irene C. Kamenidou & Spyridon A. Mamalis & Stavros Pavlidis & Evangelia-Zoi G. Bara, 2019. "Segmenting the Generation Z Cohort University Students Based on Sustainable Food Consumption Behavior: A Preliminary Study," Sustainability, MDPI, vol. 11(3), pages 1-22, February.

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    More about this item

    Keywords

    consumer behaviour; eye-tracking; local products; labelling;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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