Consumer Perceptions of Organic and Zero-Residue Labels: An Eye-Tracking Study on Goal-Oriented Attention

Consumer interest in sustainable and healthy food products has increased in recent years, leading to a growing market for certified labels that guarantee quality attributes. Organic and zero-residue certifications represent two distinct approaches to reducing pesticide use in food production. While organic farming prohibits synthetic pesticides and follows strict ecological principles, zero-residue certification ensures that final products contain pesticide residues below a set threshold. However, consumer awareness and perception of these certifications remain unclear. This study investigates how consumers visually process and perceive organic and zero-residue labels, focusing on goal-oriented attention. Using an eye-tracking experiment, we analyzed how different goal priming (health vs. sustainability) influences consumer attention towards these labels. A total of 35 participants were randomly assigned to a health-focused, sustainability-focused, or control group and asked to choose between labeled and unlabeled food products while their eye movements were recorded. The results indicate that participants paid more visual attention to the zero-residue label compared to the organic label, suggesting higher cognitive effort due to unfamiliarity. However, product choice was more strongly influenced by prior knowledge and health-related motivations, leading to a preference for organic products, particularly in the health-oriented condition. The findings highlight the importance of consumer knowledge in shaping decision-making and suggest that zero-residue labels, despite attracting attention, require clearer communication strategies to enhance consumer understanding and trust. This research contributes to the understanding of how goal-oriented attention affects label perception and provides insights for policymakers and marketers aiming to promote sustainable certifications effectively.