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

  • Jan Fiala Mendel university in Brno
  • Ivica Toufarová Mendel university in Brno
  • Stanislav Mokrý Mendel university in Brno
  • Martin Souček
Keywords: consumer behaviour, eye-tracking, local products, labelling


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.


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