تأثیر مکان برچسب بر توجه دیداری مصرف کنندگان در بسته بندی محصولات سازگار با محیط زیست (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
در پژوهش حاضر تأثیر مکان برچسب رد پای کربن بر توجه دیداری مصرف کنندگان در بسته بندی محصولات سازگار با محیط زیست بررسی شده است. روش تحقیق این پژوهش، تجربی و از نوع آزمایش آزمایشگاهی است. متغیر مستقل این پژوهش که با استفاده از داده های آزمایشگاهی بررسی شده است، مکان برچسب رد پای کربن بر روی بسته بندی محصولات سازگار با محیط زیست است که در دو حالت وسط بسته بندی و گوشه سمت راست پایین بسته بندی بررسی شد. متغیر وابسته پژوهش نیز میزان توجه دیداری مصرف کنندگان به این دسته از برچسب هاست که با پنج سنجه اصلی توجه دیداری اندازه گیری شد. جامعه آماری پژوهش دانشجویان و دانش آموختگان دانشگاه های استان تهران است که 120 نفر از آنان به عنوان نمونه آماری در پژوهش شرکت کردند. برای محاسبه حجم نمونه پژوهش از دو روش بررسی مطالعات پیشین در حوزه پژوهش های آزمایشی و روش رگرسیون خطی چند متغیره استفاده شد. داده های پژوهش با دستگاه ردیاب چشم ثابت 60 هرتز جمع آوری و فرضیه های پژوهش حاضر با نرم افزار SPSS26 و با استفاده از تحلیل رگرسیون خطی ساده تجزیه و تحلیل شد. بررسی نتایج این پژوهش نشان می دهد که برچسب رد پای کربنی که در وسط بسته بندی قرار داشته باشد در مقایسه با برچسبی که در گوشه سمت راست پایین بسته بندی جاگذاری شود، توجه دیداری بیشتری را به خود جلب می کند. بر این اساس، به تولیدکنندگان محصولات غذایی و طراحان بسته بندی پیشنهاد می شود که با قرار دادن برچسب های سازگار با محیط زیست در وسط بسته بندی، بیشترین توجه دیداری مصرف کنندگان را به این دسته از برچسب ها جلب کنند.Enhancing the Effect of Location of Carbon Footprint Labels on Environmentally Friendly Product Packages on Consumers' Visual Attention
This study explored the impact of label location on consumers' visual attention to environmentally friendly products. Specifically, it investigated the effect of the distance of the carbon footprint label from the center of the packaging on consumers' visual attention. The research employed an experimental laboratory approach, utilizing eye-tracking technology to gather data on participants' visual attention. The study included 120 students and graduates from universities in Tehran Province. The findings revealed that the location of the carbon footprint label significantly influenced consumers' visual attention. Regression analysis demonstrated a direct relationship between the distance of the label from the package center and the time to first stabilization, while an inverse relationship was observed with the total duration of stabilization, fixation number, visit duration, and number of visits. These results highlighted the importance of strategically placing labels, such as carbon footprint labels, to enhance their effectiveness in capturing consumers' visual attention and influencing purchasing decisions. The findings have implications for product and packaging designers, as well as organizations focused on environmental and consumer health.IntroductionProduction and consumption of goods by humans have grown in an unprecedented way during the last two centuries and this issue has led to the excessive use of natural resources of the Earth and finally destruction of the environment. To combat negative environmental changes, we need the actions of governments and commercial organizations and change of consumer behavior. One of the changes that can lead to the reduction of environmental damage and its consequences is reducing or changing consumers’ consumption from conventional products to environmentally friendly products. Considering the negative environmental changes, encouraging consumers to use this category of products seems necessary. One of the proposed methods to encourage consumers to use environmentally friendly products is using environmentally friendly labels on packaging of these products. Various environmentally friendly labels have been designed for different purposes. One of these labels is the carbon footprint label.Consumers' attention to different packaging components occurs selectively during purchase. For this reason, in the limited time they spend checking the products on the store shelf, they may only pay attention to some of the information provided on the product and ignore the rest of the information. Therefore, the way labels are designed to attract consumers’ attention is an important issue. One of the factors influencing consumers’ level of attention is the distance of the label from the center of the package. This study investigated the effect of the location of the carbon footprint label on the visual attention of consumers toward this label. MethodologyThis research was done using the experimental laboratory research method and eye-tracking tool. The samples were randomly obtained from the statistical population during this research and then randomly assigned to one of the four experimental groups. Experimental research was conducted in the two "intra-individual" and "inter-individual" Modes. In the interpersonal mode, which was also used in this research, each participant was examined in only one experimental mode and at the end, the behaviors of the participants of each experimental group were compared with thos of the other groups. This study collected the data related to visual attention with a 60-Hz fixed eye-tracker (Tobii X2-60 Eye Tracker).All projects and human research are required to obtain ethics approval from the research ethics committee to comply with the necessary fundamental ethical principles and consider the human rights of people participating in the research. Before starting the work, the researchers of this research completed the forms related to obtaining the ethics permit and submitted the necessary documents to this committee. Finally, the research ethics committee of the business research laboratory of the Faculty of Management, University of Tehran, issued the ethics permit for this research on September 26, 2022 after conducting the necessary investigations.To check the research hypotheses, 120 students and graduates of the universities of Tehran Province participated in the present research. This research was conducted in the business research laboratory of Tehran University's Faculty of Management. Before the start of the experiment, the informed consent form for participation in the research was provided to the participants. After reading the form, the participants desiring to participate in the research completed and signed the form and handed over the completed forms to the researcher. At this stage, each participant was randomly assigned to one of the four experimental groups. After that, they were directed to the eye-tracking room. At the beginning of the experiment, they were given explanations about how to experiment and the eye-tracking device was calibrated based on the eyes of each participant. Then, the images related to their experimental group, which included images of 10 different products, were shown and the people were asked to look at the screen. The display time of each image was 5 seconds. During this time, the participants' eye movements were recorded by a fixed eye-tracking device. After the end of this stage, questions were asked about demographic characteristics and shopping behaviors. 50000 tomans were presented to the participants for participating in the research.FindingsIn the hypothesis of the present research, it was predicted that the location of the eco-friendly label (carbon footprint) would affect the consumers' visual attention. According to the concepts mentioned earlier, the eye tracker tool was used to measure their visual attention to the carbon footprint label.According to the results of simple linear regression, the current research model showed that the distance of the carbon footprint label from the center of the package had a direct relationship with time to the first stabilization (β=1.909, p<0.001), an inverse relationship with the total duration of stabilization (β=-1.005, p<0.001), an inverse relationship with fixation number (β=-2.921, p<0.001), an inverse relationship with visit duration (β=-1.025, p<0.001) and an inverse relationship with number of visits (β=-1.856, p<0.001). Therefore, the hypotheses of the present research were confirmed. ConclusionThe results of the present study indicated that the greater the distance of the carbon footprint label from the center of the packaging was, the less visual attention it would attract. Labels are used to convey information to customers at the point of purchase and thereby influence their purchase. For this reason, examining their ability to attract consumers’ visual attention is known as an important criterion for obtaining information from them. The results of this research showed the importance of correct placement of labels, such as carbon footprint labels, to increase their effectiveness in attracting customers' visual attention and purchasing decisions. The results can be useful for product and packaging designers and organizations related to consumer health.
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