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

Chrisanthi Georgakarakou; Kyriakos Riskos; George Tsourvakas; Ioanna Yfantidou

doi:10.1504/IJTMKT.2020.110124

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

Chrisanthi Georgakarakou, Kyriakos Riskos, George Tsourvakas, Ioanna Yfantidou^*

^*Corresponding author for this work

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

15 Citations (Scopus)

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.

Original language	English
Pages (from-to)	154-180
Number of pages	27
Journal	International Journal of Technology Marketing
Volume	14
Issue number	2
DOIs	https://doi.org/10.1504/IJTMKT.2020.110124
Publication status	Published - 6 Oct 2020
Externally published	Yes

Bibliographical note

Funding Information:
Ioanna Yfantidou is an Assistant Professor in Marketing at the American University in Bulgaria. She also works as a researcher at Aristotle University of Thessaloniki, Greece. Her research is focused around green/social marketing and advertising with a strong interest in marketing experiments (GSR, facial recognition, eye-tracking and EEG). She has received three EU Research Grants (through Horizon 2020), one of which is about this research paper. Finally, she is teaching the following undergraduate and postgraduate courses: marketing research, new product development, marketing communications, organising and managing NGOs, advertising discourse, consumer behaviour, and introduction to marketing.

Funding Information:
This research is co-financed by Greece and the European Union (European Social Fund – ESF) through the Operational Program ‘Human Resources Development, Education and Lifelong Learning 2014–2020’ in the context of the project ‘Green entrepreneurship as a push for the Greek economy amid economic recession. Creating an environmental digital business model using green product packaging appeals’, (MIS 95331).

Publisher Copyright:
Copyright © 2020 Inderscience Enterprises Ltd.

Research programs

ESHCC M&C

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.1504/IJTMKT.2020.110124

Cite this

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title = "What features of green products packaging are more eye catching?: An eye-tracking exploratory study about organic agricultural products",

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.",

author = "Chrisanthi Georgakarakou and Kyriakos Riskos and George Tsourvakas and Ioanna Yfantidou",

note = "Funding Information: Ioanna Yfantidou is an Assistant Professor in Marketing at the American University in Bulgaria. She also works as a researcher at Aristotle University of Thessaloniki, Greece. Her research is focused around green/social marketing and advertising with a strong interest in marketing experiments (GSR, facial recognition, eye-tracking and EEG). She has received three EU Research Grants (through Horizon 2020), one of which is about this research paper. Finally, she is teaching the following undergraduate and postgraduate courses: marketing research, new product development, marketing communications, organising and managing NGOs, advertising discourse, consumer behaviour, and introduction to marketing. Funding Information: This research is co-financed by Greece and the European Union (European Social Fund – ESF) through the Operational Program {\textquoteleft}Human Resources Development, Education and Lifelong Learning 2014–2020{\textquoteright} in the context of the project {\textquoteleft}Green entrepreneurship as a push for the Greek economy amid economic recession. Creating an environmental digital business model using green product packaging appeals{\textquoteright}, (MIS 95331). Publisher Copyright: Copyright {\textcopyright} 2020 Inderscience Enterprises Ltd.",

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What features of green products packaging are more eye catching? An eye-tracking exploratory study about organic agricultural products. / Georgakarakou, Chrisanthi; Riskos, Kyriakos; Tsourvakas, George et al.
In: International Journal of Technology Marketing, Vol. 14, No. 2, 06.10.2020, p. 154-180.

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

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