نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه آموزشی مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
2 گروه تجارت الکترونیک، دانشکدگان مدیریت، دانشگاه تهران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Given increasing environmental concerns and the role of consumers in promoting environmentally friendly behaviors, the effective design of ecological labels has received considerable attention in marketing research. The present study aims to examine the effect of eco-label type and label placement on consumers’ visual attention, as well as the mediating role of visual attention in shaping purchase intention. This research was conducted using a 3×2 factorial experimental design, in which label type was manipulated at three levels (graphic, textual, and mixed) and label placement at two levels (internal vs. external packaging). Data were collected through a laboratory experiment using eye-tracking technology with the participation of 180 students and graduates from universities in Tehran. The findings showed that both eco-label type and placement had a significant effect on visual attention; specifically, mixed labels and external labels required a longer time to first fixation. In addition, the results indicated that time to first fixation had a positive and significant effect on purchase intention. Although neither label type nor placement had a significant direct effect on purchase intention, both variables showed a significant indirect effect through visual attention. Overall, the results suggest that the effectiveness of eco-labels in influencing consumers’ purchase decisions is mainly driven through visual attention. These findings can provide practical guidance for packaging designers and marketing managers in optimizing the type and placement of eco-labels.
کلیدواژهها [English]
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