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 journalArticleAcademicpeer-review

6 Citations (Scopus)


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 languageEnglish
Pages (from-to)154-180
Number of pages27
JournalInternational Journal of Technology Marketing
Issue number2
Publication statusPublished - 6 Oct 2020
Externally publishedYes

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.


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