Eye tracking of sustainable product labels: the case of aquaculture

Stanys, Martynas, Eye tracking of sustainable product labels. Master of Food sciences and technologies (Food and Beverage Innovation and Management), July, 2019, Marche Polytechnic University, Ancona, Italy. The sustainability of global fish supply is questionable as the limits of sea capacity have been reached long ago. Meanwhile widely cultivated aquaculture systems are receiving criticism for both their environmental impact and the quality of the fish produced. Sustainable aquaculture systems are suggested to feed the growing fish produce demand. To enhance the development of European sustainable and organic aquaculture sectors quality certification programs have been employed. The objective of the paper was to analyse the customers visual attention towards sustainability and organic production labels on fishery and aquaculture produce. The main methods applied in this paper was statistical analysis, market analysis and systematic literature review. The findings indicates plenty of factors having influence on the customers visual attention, including the top-down (perceived value, awareness, goals) and bottom-up (saliency, surface size, visual clutter), towards various sustainability and organic produce labels. Contradictory findings exist for question if greater visual attention translates to increased purchase intention. KEY WORDS: Aquaculture, Organic label, Sustainability label, Eye tracking