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

Georgakarakou, C, Riskos, K, Tsourvakas, G and Yfantidou, I (2020) What features of green products packaging are more eye catching? An eye-tracking exploratory study about organic agricultural products. International Journal of Technology Marketing, 14 (2). ISSN 1741-878X

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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. Copyright © 2020 Inderscience Enterprises Ltd.

Item Type: Article
Uncontrolled Keywords: 1505 Marketing
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions: Business & Management (new Sep 19)
Publisher: Inderscience
Date Deposited: 04 Nov 2020 11:31
Last Modified: 04 Nov 2020 11:31
DOI or Identification number: 10.1504/IJTMKT.2020.110124
URI: https://researchonline.ljmu.ac.uk/id/eprint/13957

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