A Sequence Analysis of Organic and Conventional Food Consumers’ Visual Information Acquisition

Manika Rödiger, Enrique Garcia Moreno-Esteva, Meike Janssen, Ulrich Hamm

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Resumé

It is of significant importance in food marketing to know which pieces of information available during shopping are most relevant to consumers. The visual search behaviour of consumers allows inference on the relevance of information based on what information is acquired and when. It is assumed that price is a major barrier to the purchase of organic food. However, little is known about consumers’ actual acquisition of information on organic food prices. To examine the information acquisition behaviour of consumers buying organic and consumers buying conventional food, a shopping simulation study was run in which participants (n=189) were invited to choose between different unfamiliar organic and conventional product alternatives while wearing eye-tracking glasses. The data were divided into three visual attention phases: orientation phase, comparison phase, and evaluation phase. The information intake in the phases was investigated comparing organic and conventional consumers. Organic consumers acquired less information on conventional prices in the orientation and evaluation phases. It is concluded that for organic consumers, price information is less relevant to making a purchase decision compared to consumers of conventional food.
OriginalsprogEngelsk
Artikelnummer102
TidsskriftFuture of food: journal on food, agriculture and society.
Vol/bind7
Udgave nummer2/3
Antal sider11
ISSN2197-411X
StatusUdgivet - 2019
Udgivet eksterntJa

Emneord

  • Consumer behaviour
  • Eye-tracking
  • Organic food
  • Price
  • Sequence analysis
  • Visual attention phases

Citer dette

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A Sequence Analysis of Organic and Conventional Food Consumers’ Visual Information Acquisition. / Rödiger, Manika; Moreno-Esteva, Enrique Garcia; Janssen, Meike; Hamm, Ulrich.

I: Future of food: journal on food, agriculture and society., Bind 7, Nr. 2/3, 102, 2019.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

TY - JOUR

T1 - A Sequence Analysis of Organic and Conventional Food Consumers’ Visual Information Acquisition

AU - Rödiger, Manika

AU - Moreno-Esteva, Enrique Garcia

AU - Janssen, Meike

AU - Hamm, Ulrich

PY - 2019

Y1 - 2019

N2 - It is of significant importance in food marketing to know which pieces of information available during shopping are most relevant to consumers. The visual search behaviour of consumers allows inference on the relevance of information based on what information is acquired and when. It is assumed that price is a major barrier to the purchase of organic food. However, little is known about consumers’ actual acquisition of information on organic food prices. To examine the information acquisition behaviour of consumers buying organic and consumers buying conventional food, a shopping simulation study was run in which participants (n=189) were invited to choose between different unfamiliar organic and conventional product alternatives while wearing eye-tracking glasses. The data were divided into three visual attention phases: orientation phase, comparison phase, and evaluation phase. The information intake in the phases was investigated comparing organic and conventional consumers. Organic consumers acquired less information on conventional prices in the orientation and evaluation phases. It is concluded that for organic consumers, price information is less relevant to making a purchase decision compared to consumers of conventional food.

AB - It is of significant importance in food marketing to know which pieces of information available during shopping are most relevant to consumers. The visual search behaviour of consumers allows inference on the relevance of information based on what information is acquired and when. It is assumed that price is a major barrier to the purchase of organic food. However, little is known about consumers’ actual acquisition of information on organic food prices. To examine the information acquisition behaviour of consumers buying organic and consumers buying conventional food, a shopping simulation study was run in which participants (n=189) were invited to choose between different unfamiliar organic and conventional product alternatives while wearing eye-tracking glasses. The data were divided into three visual attention phases: orientation phase, comparison phase, and evaluation phase. The information intake in the phases was investigated comparing organic and conventional consumers. Organic consumers acquired less information on conventional prices in the orientation and evaluation phases. It is concluded that for organic consumers, price information is less relevant to making a purchase decision compared to consumers of conventional food.

KW - Consumer behaviour

KW - Eye-tracking

KW - Organic food

KW - Price

KW - Sequence analysis

KW - Visual attention phases

KW - Consumer behaviour

KW - Eye-tracking

KW - Organic food

KW - Price

KW - Sequence analysis

KW - Visual attention phases

M3 - Journal article

VL - 7

JO - Future of Food Journal on Food, Agriculture and Society

JF - Future of Food Journal on Food, Agriculture and Society

SN - 2197-411X

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