Consumers’ visual attention and emotional perception of sustainable product information: Case study of furniture
Transparency about product information is increasingly accessible, due to factors such as market globalization and the fast growing of new communication technologies. This fact has facilitated the appearance of well-informed consumers who are concerned about the repercussions of their purchasing choices on, for example, their own health, the environment, or even the social conditions of workers. Information about sustainable aspects of product lifecycle is often presented through labels located on the product itself or on its packaging. Apart from providing information to consumers, these labels need to connect to their environmental subjective perception, in order to integrate them into their purchase criteria. However, literature shows that some of them are not effective or well understood by consumers. Through the application of product semantics and eye-tracking, an objective technique measuring visual attention, this communication shows the results of a study on consumer perception of different sustainable labels applied to furniture. Twenty-six subjects were recruited to analyze their perception and knowledge about labels related to three different sustainable dimensions: environment, workers respect and customer health, through semantic differential evaluation. Besides, visual attention was measured using eye-tracking technology. Some descriptive and comparative statistical analyses about visual behavior on different areas of interest were completed considering eye-tracking metrics. Results show some significant differences in the time spent looking at label areas, and also in the number of right answers, depending on different factors.
KeywordsVisual Attention Eye-Tracking Product Information Sustainability
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