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

Q3 Business, Management and Accounting

International Journal of Technology Marketing Pub Date : 2020-09-25 DOI:10.1504/ijtmkt.2020.110124

Chrisanthi Georgakarakou, Kyriakos Riskos, George Tsourvakas, Ioanna Yfantidou

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引用次数: 6

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What features of green products packaging are more eye catching An eye-tracking exploratory study about organic agricultural products

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.

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来源期刊

International Journal of Technology Marketing Business, Management and Accounting-Marketing

CiteScore

1.70

自引率

0.00%

发文量

期刊介绍： IJTMkt proposes and fosters discussion on the advancement of marketing practice and theory, with emphasis on technology and technology intensive products. This perspective acknowledges the complexity and importance of linking technology and marketing issues, as well as the necessity of innovatively marketing technology and technology intensive products.