Examining Consumer Attention to Environmental Labels on Food Packaging

Abstract

Plastic has been the most commonly used material in food packaging; however, its non-degradable nature poses significant environmental threats, polluting both soil and oceans and endangering human safety. In response to these challenges, eco-friendly packaging has gained prominence. Eco-friendly packages can be either degradable or recyclable, thus alleviating the environmental burden. While extensive research has focused on eco-friendly materials, understanding consumers’ awareness and attitudes toward eco-friendly packaging is equally vital. This study aims to investigate consumers’ responses to eco-friendly labels on packages. Participants were assigned a shopping task involving the examination of packaged food products. Some packages featured eco-friendly labels. An eye tracker was employed to gauge participants’ attention to these labels. Eye tracking technology enabled precise tracking and quantification of individuals’ gazes, yielding accurate and objective results. Data analysis revealed a general lack of attention to eco-friendly labels among the participants, with no noticeable increase in attention toward products utilizing environmentally friendly packaging. Notably, consumers were primarily drawn to product logos when viewing packages. This finding suggests a deficiency in consumers’ awareness of eco-friendly packaging during their shopping experiences. To promote eco-friendly packaging, it is imperative to enhance consumers’ understanding and awareness of relevant concepts. Comprehensive initiatives involving education and promotional activities are necessary to instill a greater sense of eco-friendly packaging among consumers.