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{"title":"What features of green products packaging are more eye catching An eye-tracking exploratory study about organic agricultural products","authors":"Chrisanthi Georgakarakou, Kyriakos Riskos, George Tsourvakas, Ioanna Yfantidou","doi":"10.1504/ijtmkt.2020.110124","DOIUrl":null,"url":null,"abstract":"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. Copyright © 2020 Inderscience Enterprises Ltd.","PeriodicalId":37549,"journal":{"name":"International Journal of Technology Marketing","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2020-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1504/ijtmkt.2020.110124","citationCount":"6","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Technology Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1504/ijtmkt.2020.110124","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
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绿色产品包装的哪些特点更引人注目——有机农产品的眼动追踪探索性研究
毫无疑问,近年来,绿色产品的消费者已经形成了一个强大的市场部落。除了购买有机产品的道德方面外,与传统产品相比,他们愿意为绿色产品支付更多的费用。在营销文献中,包装被认为是产品的一个有价值的特征,可以激励消费者继续购买。本研究的目的是调查有机农产品的各种包装特征(生态标签、图像、形状、颜色)如何影响消费者的眼睛反应,从而影响消费者的感知、态度和购买行为。版权所有©2020独立企业有限公司。
本文章由计算机程序翻译,如有差异,请以英文原文为准。