IDEAS home Printed from https://ideas.repec.org/a/men/journl/v2y2016i2p152-159.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: http://ejobsat.cz/doi/10.11118/ejobsat.v2i2.65.html
    Download Restriction: free of charge
    File URL: http://ejobsat.cz/doi/10.11118/ejobsat.v2i2.65.pdf
    Download Restriction: free of charge
    File URL: https://libkey.io/10.11118/ejobsat.v2i2.65?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Christopher Jeffords, 2014. "Preference-directed regulation when ethical environmental policy choices are formed with limited information," Empirical Economics, Springer, vol. 46(2), pages 573-606, March.
    2. Peschel, Anne O. & Grebitus, Carola & Steiner, Bodo & Veeman, Michele, 2015. "A Behavioral Approach to Understanding Green Consumerism Using Latent Class Choice Analysis," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202727, European Association of Agricultural Economists.
    3. Zha, Donglan & Yang, Guanglei & Wang, Wenzhong & Wang, Qunwei & Zhou, Dequn, 2020. "Appliance energy labels and consumer heterogeneity: A latent class approach based on a discrete choice experiment in China," Energy Economics, Elsevier, vol. 90(C).
    4. Hansla, Andre & Gamble, Amelie & Juliusson, Asgeir & Garling, Tommy, 2008. "Psychological determinants of attitude towards and willingness to pay for green electricity," Energy Policy, Elsevier, vol. 36(2), pages 768-774, February.
    5. Soyoung Seo & Hee-Kyung Ahn & Jaeseok Jeong & Junghoon Moon, 2016. "Consumers’ Attitude toward Sustainable Food Products: Ingredients vs. Packaging," Sustainability, MDPI, vol. 8(10), pages 1-19, October.
    6. Mohamed Akli Achabou & Adel Rink, 2014. "Barrières et motivations pour la consommation des produits de la mode éthique en France," Working Papers 2014-138, Department of Research, Ipag Business School.
    7. Baddeley, Shane & Cheng, Peter & Wolfe, Robert, 2011. "Trade Policy Implications of Carbon Labels on Food," Commissioned Papers 122740, Canadian Agricultural Trade Policy Research Network.
    8. Lars Petersen & Jacob Hörisch & Kathleen Jacobs, 2021. "Worse is worse and better doesn't matter?: The effects of favorable and unfavorable environmental information on consumers’ willingness to pay," Journal of Industrial Ecology, Yale University, vol. 25(5), pages 1338-1356, October.
    9. Yoon-Na Cho, 2015. "Different Shades of Green Consciousness: The Interplay of Sustainability Labeling and Environmental Impact on Product Evaluations," Journal of Business Ethics, Springer, vol. 128(1), pages 73-82, April.
    10. Waris, Idrees & Hameed, Irfan, 2019. "Using Extended Model of Theory of Planned Behavior to Predict Purchase Intention of Energy Efficient Home Appliances in Pakistan," MPRA Paper 109612, University Library of Munich, Germany.
    11. S. Marette & L. Nabec & F. Durieux, 2019. "Improving Nutritional Quality of Consumers’ Food Purchases With Traffic-Lights Labels: An Experimental Analysis," Journal of Consumer Policy, Springer, vol. 42(3), pages 377-395, September.
    12. Yao Song & Zhenzhen Qin & Zihao Qin, 2020. "Green Marketing to Gen Z Consumers in China: Examining the Mediating Factors of an Eco-Label–Informed Purchase," SAGE Open, , vol. 10(4), pages 21582440209, October.
    13. Brunner, Florentine & Kurz, Verena & Bryngelsson, David & Hedenus, Fredrik, 2018. "Carbon Label at a University Restaurant – Label Implementation and Evaluation," Ecological Economics, Elsevier, vol. 146(C), pages 658-667.
    14. Ying Liu & Wei Deng & Li Peng, 2019. "Building a Framework of Evaluating Human–Environment Relationships: Considering the Differences between Subjective Evaluations and Objective Assessments," Sustainability, MDPI, vol. 12(1), pages 1-17, December.
    15. Á. Ní Choisdealbha & P. D. Lunn, 2020. "Green and Simple: Disclosures on Eco-labels Interact with Situational Constraints in Consumer Choice," Journal of Consumer Policy, Springer, vol. 43(4), pages 699-722, December.
    16. Morten Mørkbak & Jonas Nordström, 2009. "The Impact of Information on Consumer Preferences for Different Animal Food Production Methods," Journal of Consumer Policy, Springer, vol. 32(4), pages 313-331, December.
    17. Yiming Hou & Guanwen Yin & Yanbin Chen, 2022. "Environmental Regulation, Financial Pressure and Industrial Ecological Efficiency of Resource-Based Cities in China: Spatiotemporal Characteristics and Impact Mechanism," IJERPH, MDPI, vol. 19(17), pages 1-18, September.
    18. Steiner, B.E. & Peschel, A.O. & Grebitus, C., 2017. "Multi-Product Category Choices Labeled for Ecological Footprints: Exploring Psychographics and Evolved Psychological Biases for Characterizing Latent Consumer Classes," Ecological Economics, Elsevier, vol. 140(C), pages 251-264.
    19. Jordy F. Gosselt & Thomas Rompay & Laura Haske, 2019. "Won’t Get Fooled Again: The Effects of Internal and External CSR ECO-Labeling," Journal of Business Ethics, Springer, vol. 155(2), pages 413-424, March.
    20. de Boer, Joop & Boersema, Jan J. & Aiking, Harry, 2009. "Consumers' motivational associations favoring free-range meat or less meat," Ecological Economics, Elsevier, vol. 68(3), pages 850-860, January.

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:men:journl:v:2:y:2016:i:2:p:152-159. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ivo Andrle (email available below). General contact details of provider: https://edirc.repec.org/data/femencz.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.