Consumers’ Ecological Attitudes and Visual Perception of Marking Used on the Food Packaging

Abstract

In recent years marketing researchers show an increasing interest in consumers’ visual perception, which is an essential element in the decision-making process of buying. The dominant role of visual information in marketing communications evoke the need to increase the effectiveness of promotional campaigns. Senders of marketing messages want to know whether the marketing measures and incentives used, such as product labels, reach the target segments of consumers and distinguish their products from the competition. The main objective of this chapter was to determine the influence of labels used on the food packaging on their perceived attractiveness among organic consumers. A questionnaire and eye-tracking tests were used. The tested labels were: “Non-GMO”, the European organic food label, “Dobre, bo Wielkopolskie” [It’s good because it comes from Wielkopolska] and the “green dot” symbol. Studies have shown that the identification of the labels on the packaging is poor and educational activities in this area should be intensified. Consumers of organic food and those who do not buy it perceive the labels used on their products likewise. Moreover, findings show that their impact power is not significant. The “Non-GMO” label attracted the most attention from the respondents.