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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 (from Sep 19) |
| Publisher: | Inderscience |
| Date Deposited: | 04 Nov 2020 11:31 |
| Last Modified: | 25 Sep 2021 00:50 |
| DOI or ID number: | 10.1504/IJTMKT.2020.110124 |
| URI: | https://researchonline.ljmu.ac.uk/id/eprint/13957 |
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