This research utilizes eye-tracking measures to quantify the visual attention paid to claims for nutrition and sustainability on food concepts. It analyzes whether and to what extent the attention to voluntary nutrition and sustainability claims affects choices. A choice experiment was designed using granola bar concepts where each alternative was described by four attributes for claims related to sustainability, genetic modification, sweetener content, antioxidant content, and price. During the choice experiment, the visit duration was measured using an eye-tracking device as proxy for visual attention. Findings show that sweetener content and genetic modification claims were attended to the most, followed by sustainability claims, antioxidant content claims and price. Results indicate that visual attention to nutrition and sustainability claims affects product choice. More visual attention is associated with a higher choice likelihood. Insights from this study can inform future research on attention and choice in particular with regards to healthy and sustainable food choices. Managerial findings related to the claims tested can be used by practitioners to efficiently and effectively promote the choice of healthy and sustainable food products.
- Visual attention