Consumer preferences for nutritional claims: An exploration of attention and choice based on an eye-tracking choice experiment

Petjon Ballco; Tiziana de-Magistris; Vincenzina Caputo

doi:10.1016/j.foodres.2018.12.031

Consumer preferences for nutritional claims: An exploration of attention and choice based on an eye-tracking choice experiment

Petjon Ballco, Tiziana de-Magistris, Vincenzina Caputo

Department of Food and Resource Economics

Research output: Contribution to journal › Article › peer-review

56 Citations (Scopus)

Abstract

Nutritional claim (NC) requirements on food packages are among the most important and influential EU policy measures related to diet and have the capacity to promote healthy eating. This study combines a discrete choice experiment (DCE) method with eye-tracking (ET) technology to assess consumer preferences for multiple NCs in yogurt selection and explores the relationships between the NC preferences and the visual attention paid to these claims and the visual attention and choice decisions. The results indicate that the low-sugar NC was the least-preferred claim in all the models. Overall, the presence of NCs generally increases visual attention in terms of fixation count, which may be linked to an increased likelihood of affecting the final decision to purchase yogurts with NCs.

Original language	English
Pages (from-to)	37-48
Number of pages	12
Journal	Food Research International
Volume	116
DOIs	https://doi.org/10.1016/j.foodres.2018.12.031
Publication status	Published - 2019 Feb

Bibliographical note

Funding Information:
This work was funded by the El Instituto Nacional de Investigación y Tecnología Agraria y Alimentaria (INIA): INIA RTA 2013-0092-00-00 “Comportamiento del consumidor en la compra de alimentos con alegaciones nutricionales y/o de salud”. The authors thank the editor, Anderson de Souza Sant'Ana,and two anonymous journal reviewers for their valuable comments and suggestions, which have helped us to improve the quality of the paper significantly. We also thank Kessels Roselinde for her valuable opinions and suggestions related to the choice design.

Publisher Copyright:
© 2018 Elsevier Ltd

Keywords

Choice
Consumer
Eye tracking
Nutritional claim
Yogurt

ASJC Scopus subject areas

Food Science

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10.1016/j.foodres.2018.12.031

Cite this

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title = "Consumer preferences for nutritional claims: An exploration of attention and choice based on an eye-tracking choice experiment",

abstract = "Nutritional claim (NC) requirements on food packages are among the most important and influential EU policy measures related to diet and have the capacity to promote healthy eating. This study combines a discrete choice experiment (DCE) method with eye-tracking (ET) technology to assess consumer preferences for multiple NCs in yogurt selection and explores the relationships between the NC preferences and the visual attention paid to these claims and the visual attention and choice decisions. The results indicate that the low-sugar NC was the least-preferred claim in all the models. Overall, the presence of NCs generally increases visual attention in terms of fixation count, which may be linked to an increased likelihood of affecting the final decision to purchase yogurts with NCs.",

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note = "Funding Information: This work was funded by the El Instituto Nacional de Investigaci{\'o}n y Tecnolog{\'i}a Agraria y Alimentaria (INIA): INIA RTA 2013-0092-00-00 “Comportamiento del consumidor en la compra de alimentos con alegaciones nutricionales y/o de salud”. The authors thank the editor, Anderson de Souza Sant'Ana,and two anonymous journal reviewers for their valuable comments and suggestions, which have helped us to improve the quality of the paper significantly. We also thank Kessels Roselinde for her valuable opinions and suggestions related to the choice design. Publisher Copyright: {\textcopyright} 2018 Elsevier Ltd",

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AU - de-Magistris, Tiziana

AU - Caputo, Vincenzina

N1 - Funding Information: This work was funded by the El Instituto Nacional de Investigación y Tecnología Agraria y Alimentaria (INIA): INIA RTA 2013-0092-00-00 “Comportamiento del consumidor en la compra de alimentos con alegaciones nutricionales y/o de salud”. The authors thank the editor, Anderson de Souza Sant'Ana,and two anonymous journal reviewers for their valuable comments and suggestions, which have helped us to improve the quality of the paper significantly. We also thank Kessels Roselinde for her valuable opinions and suggestions related to the choice design. Publisher Copyright: © 2018 Elsevier Ltd

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AB - Nutritional claim (NC) requirements on food packages are among the most important and influential EU policy measures related to diet and have the capacity to promote healthy eating. This study combines a discrete choice experiment (DCE) method with eye-tracking (ET) technology to assess consumer preferences for multiple NCs in yogurt selection and explores the relationships between the NC preferences and the visual attention paid to these claims and the visual attention and choice decisions. The results indicate that the low-sugar NC was the least-preferred claim in all the models. Overall, the presence of NCs generally increases visual attention in terms of fixation count, which may be linked to an increased likelihood of affecting the final decision to purchase yogurts with NCs.

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Consumer preferences for nutritional claims: An exploration of attention and choice based on an eye-tracking choice experiment

Abstract

Bibliographical note

Keywords

ASJC Scopus subject areas

Access to Document

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