European Journal of Business Science and Technology 2016, 2(2):152-159 | DOI: 10.11118/ejobsat.v2i2.65

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

Jan Fiala1, Ivica Toufarová1, Stanislav Mokrý1, Martin Souček1
1 Mendel University in Brno, Czech Republic

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
JEL classification: M30, M31

Published: December 30, 2016  Show citation

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Fiala, J., Toufarová, I., Mokrý, S., & Souček, M. (2016). Perception of Local Food Labelling by Generation Z: Eye-Tracking Experiment. European Journal of Business Science and Technology, 2(2), 152-159. doi: 10.11118/ejobsat.v2i2.65
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