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Consumers' visual attention and emotional perception of sustainable product information: Case study of furniture

机译：消费者的视觉关注和对可持续产品信息的情感感知：家具的案例研究

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Transparency about product information is increasingly accessible, due to factors such as market globalization and the fast growing of new communication technologies. This fact has facilitated the appearance of well-informed consumers who are concerned about the repercussions of their purchasing choices on, for example, their own health, the environment, or even the social conditions of workers. Information about sustainable aspects of product lifecycle is often presented through labels located on the product itself or on its packaging. Apart from providing information to consumers, these labels need to connect to their environmental subjective perception, in order to integrate them into their purchase criteria. However, literature shows that some of them are not effective or well understood by consumers. Through the application of product semantics and eye-tracking, an objective technique measuring visual attention, this communication shows the results of a study on consumer perception of different sustainable labels applied to furniture. Twenty-six subjects were recruited to analyze their perception and knowledge about labels related to three different sustainable dimensions: environment, workers respect and customer health, through semantic differential evaluation. Besides, visual attention was measured using eye-tracking technology. Some descriptive and comparative statistical analyses about visual behavior on different areas of interest were completed considering eye-tracking metrics. Results show some significant differences in the time spent looking at label areas, and also in the number of right answers, depending on different factors.
机译：由于市场全球化等因素和新的通信技术的快速增长，因此越来越多地访问产品信息的透明度。这一事实促进了知情消费者的外观，他们担心他们对购买选择的影响，例如，他们自己的健康，环境，环境甚至是工人的社会条件。有关产品生命周期可持续发展方面的信息通常是通过产品本身或其包装的标签呈现。除了向消费者提供信息外，这些标签需要连接到他们的环境主观感知，以将它们集成到他们的购买标准中。然而，文学表明，消费者的一些人没有有效或很好地理解。通过应用产品语义和追踪，一种测量视觉关注的客观技术，该通信显示了对应用于家具的不同可持续标签的消费者感知研究的研究结果。招募了二十六个科目，分析了他们与三个不同可持续维度相关的标签的看法和知识：环境，工人尊重和客户健康，通过语义差异评估。此外，使用眼跟踪技术来测量视觉关注。考虑眼跟踪指标，完成了关于不同兴趣领域的视觉行为的一些描述性和比较统计分析。结果表明，在看标签区域的时间内，以及在正确的答案数量的情况下，取决于不同的因素。

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