An analysis of visual attention of Finnish consumers (20-28 year olds) on coffee packaging using eye-tracking device : examining the influence of sustainability related labels.

Abstract

Packaging is an important tool to communicate with the customer and build a brand image. This study examines visual attention of young Finnish consumers towards coffee packaging, specifically addressing the question whether sustainability labelling attracts consumers attention. The research is conducted using two methods – eye-tracking examination and semi-structured interviews. The researcher carried out the eye-tracking examination with 13 participants, the study was divided in two parts and followed by an interview. Five coffee packages were presented to the respondents and during the first part they were asked to place the packages from least appealing package to most. Second part included more detailed examination of the package by the respondent and placing it in an order from least likely to purchase to most likely. The results of the study revealed that there are six main factors influencing consumers’ decision making: brand, taste, price, sustainability labels, country of production and packaging design. The most attention is attracted by the information placed in the middle of the package, such as brand logos, text elements and images. Contrast colours of the packaging appeared to be appealing to the consumers. During the interview these findings were supported by answers given by respondents, most of them consider vital to have a brand logo and the level of roast clearly shown on the package, perception of other elements including image, colours and fonts varied among the consumers, however, eye-tracking data revealed that image and bright choice of packaging colour attracted attention of half of the respondents. Sustainability labelling played a role in decision-making of 1 out of 13 respondents, however, more than 50% of the respondents stated that they acknowledged the presence of sustainability labels on the package where it was placed in the middle. These findings can help marketers understand the visual attention patterns of coffee consumers and what factors play a role in their decision-making. Limitations of this study include specific demographic of the respondents, small sample size and geographic factors.