Perception of Local Food Labelling by Generation Z: Eye-Tracking Experiment

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F16%3A43910343" target="_blank" >RIV/62156489:43110/16:43910343 - isvavai.cz</a>

Výsledek na webu

<a href="https://www.ejobsat.cz/journal/index.php/ejobsat/article/view/65/pdf_25" target="_blank" >https://www.ejobsat.cz/journal/index.php/ejobsat/article/view/65/pdf_25</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Perception of Local Food Labelling by Generation Z: Eye-Tracking Experiment

Popis výsledku v původním jazyce

The subject of this research is to reveal the customer's approach towards local food in general and to explore what is the impact of its labelling on perceiving them by the consumers.The main objective is to find out if an eco-label, a local-label or a bio-label has an impact on a consumer behaviour. Following methods were used during the research: eye-tracking technology, in-depth interviews, A/B testing method, non-parametric Mann-Whitney test and non-parametric Kruskal-Wallis test for testing hypothesis. Data were collected from eye-tracking device on December 2015 and additionally revised for higher validation. In total, the observation contains 121 respondents (63 participants in reference group - A, and 58 participants in control group - B). Participants are defined as generation Z. It is assumed, that presence of the label on a product has an effect on consumer behaviour. The experiment itself was taking place at eye-tracking laboratory at Faculty of Business and Economics at Mendel University in Brno.

Název v anglickém jazyce

Perception of Local Food Labelling by Generation Z: Eye-Tracking Experiment

Popis výsledku anglicky

The subject of this research is to reveal the customer's approach towards local food in general and to explore what is the impact of its labelling on perceiving them by the consumers.The main objective is to find out if an eco-label, a local-label or a bio-label has an impact on a consumer behaviour. Following methods were used during the research: eye-tracking technology, in-depth interviews, A/B testing method, non-parametric Mann-Whitney test and non-parametric Kruskal-Wallis test for testing hypothesis. Data were collected from eye-tracking device on December 2015 and additionally revised for higher validation. In total, the observation contains 121 respondents (63 participants in reference group - A, and 58 participants in control group - B). Participants are defined as generation Z. It is assumed, that presence of the label on a product has an effect on consumer behaviour. The experiment itself was taking place at eye-tracking laboratory at Faculty of Business and Economics at Mendel University in Brno.

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AH - Ekonomie

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2016

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

European Journal of Business Science and Technology

ISSN

2336-6494

e-ISSN

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Svazek periodika

2

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

8

Strana od-do

151-158

Kód UT WoS článku

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EID výsledku v databázi Scopus

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