Title: What features of green products packaging are more eye catching? An eye-tracking exploratory study about organic agricultural products

Authors: Chrisanthi Georgakarakou; Kyriakos Riskos; George Tsourvakas; Ioanna Yfantidou

Addresses: Aristotle University of Thessaloniki, Egnatias 46, 546-42, Thessaloniki, Greece ' Aristotle University of Thessaloniki, Egnatias 46, 546-42, Thessaloniki, Greece ' Aristotle University of Thessaloniki, Egnatias 46, 546-42, Thessaloniki, Greece ' Aristotle University of Thessaloniki, Egnatias 46, 546-42, Thessaloniki, Greece

Abstract: Undoubtedly, consumers of green products have formed a market tribe that has strengthened its power in recent years. Apart from the ethical side of buying organic products, they are willing to pay more for a green product compared to a conventional one. In marketing literature, packaging is considered to be as a valuable feature of a product that may motivate consumers to proceed to a purchase. The purpose of the present study is to investigate how various packaging features (eco-labels, image, shape, colour) of organic agricultural products affect consumers' eye reactions and as a result influence consumers' perception, attitude and buying behaviour.

Keywords: eye-tracking; experimental marketing; eco products; bio products; package design.

DOI: 10.1504/IJTMKT.2020.110124

International Journal of Technology Marketing, 2020 Vol.14 No.2, pp.93 - 124

Received: 28 Jun 2019
Accepted: 13 Jan 2020
Published online: 06 Oct 2020 *

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