Which On-Pack Information Drives a Marketable Specialty Coffee Label? Unfolding Purchase Intention and Visual...

Area of Science:

• Consumer behavior research
• Sensory science
• Marketing analytics

Background:

• Consumer purchasing decisions are influenced by product labeling.
• Specialty coffee labels contain diverse information, with varying consumer attention.
• Understanding visual attention to label elements is key for effective marketing.

Purpose of the Study:

• To investigate the relationship between visual attention to specialty coffee label elements and consumer purchase intention.
• To identify which label elements attract the most visual attention.
• To determine how visual prominence of specific cues impacts buying decisions.

Main Methods:

• Eye-tracking technology recorded consumer visual attention to coffee labels.
• Normalized Fixation Ratio (NFR) quantified attention to defined label areas.
• Landscape Segmentation Analysis (LSA) modeled the association between attention and purchase intention.

Main Results:

• Consumers paid most attention to sensory claims, cupping scores, origin, roast level, and "specialty coffee" designation.
• Technical details like weight and best-before dates received minimal attention.
• Higher visual attention to sensory and origin information positively correlated with purchase intention.

Conclusions:

• Consumers prioritize sensory and traceability information on specialty coffee labels.
• The graphic salience and content of label elements significantly influence perceived value and purchase choice.
• Evidence-based insights can optimize specialty coffee label design for improved consumer communication and sales.