Rational versus emotional products in the Eco food category. A packaging study using neuromarketing

Authors

DOI:

https://doi.org/10.31637/epsir-2024-786

Keywords:

Consumer behavior, Eye Tracking, EEG, Neuromarketing, organic products, packaging, emotional, rational

Abstract

Introduction: Society is changing in values and consumption, with a greater emphasis on health. Consumers are looking for healthy and sustainable foods, such as organic products, that respect the environment and their well-being. This paper investigates how consumers interact with packaging.in my opinion, the paper should be accepted. Methodology: Experiment with a group of 30 young people, through neuromarketing tools (Eye Tracking and EEG), to test if there are differences in the areas of interest of packaging in Eco foods, functional (milk) versus emotional (chocolate). Results: Eye Tracking indicates that individuals focus their attention primarily on the Eco features of both products. They stay longer and view the Eco content of the emotional product more often and consider the brand dispensable in both products. EEG shows greater brain performance when handling the products and greater emotional connection than when viewing the products on screen. Discussion and conclusions: For the recordings done with EEG biometry, the values are higher for the emotional product, so there is a better perception of the Eco chocolate packaging compared to the Eco milk packaging (on an emotional level) when handling the product, than with Eye Tracking.

Downloads

Download data is not yet available.

Author Biographies

Carmen María Carrillo-González, Saint Anthony Catholic University

Professor at the Faculty of Economics and Business at UCAM. She has extensive teaching experience in undergraduate and postgraduate studies, having been part of the University as an exclusive professor since 2017. She has also been linked to the University, performing functions in the areas of marketing and communication, since 2013. Her interest in communication, marketing and consumer behavior has led her to develop a line of research based on the science of neuromarketing that began professionally with the reading of the doctoral thesis in 2017, and continues with participation in numerous research projects both nationally and internationally. She has also been invited to participate in different publications, conferences, books, book chapters, mainly in the field of communication, marketing, teaching innovation.

María Concepción Parra-Meroño, Saint Anthony Catholic University

Professor at a University accredited by ANECA. She has extensive teaching and research experience in the field of marketing and communication, with three six-year terms awarded by the CNEAI. She has published in high-impact journals, JCR and SJR and is the author of several monographs in prestigious publishers. Her contributions to the Journal of Marketing Management, Personal Ubiquitous Computer, Industrial Marketing Management, Ried, Cuadernos de Economía y Dirección de la Empresa, Historia y Comunicación Social, Estudios sobre el Mensaje Periodístico, Estudios sobre Educación, Cuadernos de Turismo, Vivat Academia, Revista de Comunicación de la SEECI, among others, stand out. She has directed research projects and contracts with companies.

David Juárez-Varón, Polytechnic University of Valencia

Professor accredited by ANECA. He has extensive teaching and research experience in the field of marketing, communication, neuromarketing and neuroentrepreneurship, with two six-year terms. Double PhD, in Engineering (Universitat Politècnica de València) and in Economics, Business and Society (University of Alicante). He has published in high-impact journals, JCR and SJR and is the author of several monographs in prestigious publishers. President of the III Ibero-American Congress of Neuromarketing and member of the editorial committee of a JCR Q1 journal linked to entrepreneurship. He has directed research projects and contracts with companies.

Marta Gandía-Sabater, Universidad Católica San Antonio de Murcia

Professor at the Faculty of Economics and Business at UCAM. She has extensive experience in teaching undergraduate studies, working exclusively at the university since 2021. She specializes in digital marketing, an area in which she has developed a solid career. Currently, she is pursuing a PhD in Social Sciences, focusing her research on neuromarketing and consumer behavior. Her dedication to this field has allowed her to attend and actively participate in national conferences, where she has shared her knowledge and findings, contributing to the advancement of her area of ​​​​specialization.

References

2023 AMA Summer Academic Conference. (s. f.). American Marketing Association. https://www.ama.org/events/academic/2023-ama-summer-academic-conference/

Amalia, F. R. y Darmawan, A. (2023). Exploring consumer purchase intention towards cruelty-free personal care products in Indonesia. Cleaner and Responsible Consumption, 11, 100136. https://doi.org/10.1016/j.clrc.2023.100136 DOI: https://doi.org/10.1016/j.clrc.2023.100136

Azad, N., Bandad, S. y Hozouri, S. (2014). Investigating the effect of packaging design on persuading consumers. Uncertain Supply Chain Management, 2(2), 105-110. DOI: https://doi.org/10.5267/j.uscm.2013.12.003

Baltaci, D. Ç., Durmaz, Y. y Baltaci, F. (2024). The relationships between the multidimensional planned behavior model, green brand awareness, green marketing activities, and purchase intention. Brain and Behavior, 14(6), E3584. https://doi.org/10.1002/brb3.3584 DOI: https://doi.org/10.1002/brb3.3584

Barbeta-Viñas, M. (2024). Health in the motivational process of organic product consumption: A socio-psycho hermeneutical approach. Journal of Consumer Culture, 24(1), 45-63. https://doi.org/10.1177/14695405231181507 DOI: https://doi.org/10.1177/14695405231181507

Chen, J. C.-C. (2014). The impact of nostalgic emotions on consumer satisfaction with packaging design, 8, 71-79. https://doi.org/10.1007/978-3-662-45652-1_8 DOI: https://doi.org/10.1007/978-3-662-45652-1_8

Costa-Feito, A. y Blanco-Moreno, S. (2023). Unconscious and conscious aspects of healthy food consumption: a neuromarketing and artificial intelligence approach. En J. A. Benítez-Andrades, P. García-Llamas, Á. Taboada, L. Estévez-Mauriz, y R. Baelo (Eds.), Global Challenges for a Sustainable Society (pp. 306-317). Springer International Publishing. https://doi.org/10.1007/978-3-031-25840-4_35 DOI: https://doi.org/10.1007/978-3-031-25840-4_35

Eberle, L., Sperandio Milan, G., Borchardt, M., Medeiros Pereira, G. y Paula Graciola, A. (2022). Determinants and moderators of organic food purchase intention. Food Quality and Preference, 100, 104609. https://doi.org/10.1016/j.foodqual.2022.104609 DOI: https://doi.org/10.1016/j.foodqual.2022.104609

Ferreira, S. y Pereira, O. (2023). Antecedents of consumers’ intention and behavior to purchase organic food in the portuguese context. Sustainability, 15(12), 9760. https://doi.org/10.3390/su15129670 DOI: https://doi.org/10.3390/su15129670

Gallo, T., Pacchera, F., Cagnetti, C. y Silvestri, C. (2023). Do sustainable consumers have sustainable behaviors? An empirical study to understand the purchase of food products. Sustainability, 15(5), 4462. https://doi.org/10.3390/su15054462 DOI: https://doi.org/10.3390/su15054462

Gosal, G., Fcw Sutrisno, T. y Filbert, V. (2021). The relationship between sensory marketing, packaging, and purchasing decisions (a study of coffesia’s coffee product). KnE Social Sciences, 256-265. https://doi.org/10.18502/kss.v5i5.8814 DOI: https://doi.org/10.18502/kss.v5i5.8814

Gottumukkala, M. (2020). Studies in Indian place names consumer perception towards the quality attributes of organic food products. Information Security Technical Report, 40, 1723-1727.

Hernandez-Vivanco, A. y Bernardo, M. (2022). Are certified firms more prone to eco-product innovation? The moderating role of slack resources. Journal of Cleaner Production, 377, 134364. https://doi.org/10.1016/j.jclepro.2022.134364 DOI: https://doi.org/10.1016/j.jclepro.2022.134364

Istiasih, H. (2023). Organic food consumption behaviour: sustainability, symbol of social class, luxury and price. International Journal of Humanities Education and Social Sciences, 3(3). https://doi.org/10.55227/ijhess.v3i3.811 DOI: https://doi.org/10.55227/ijhess.v3i3.811

Juarez, D., Tur-Viñes, V. y Mengual, A. (2020). Neuromarketing applied to educational toy packaging. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.02077 DOI: https://doi.org/10.3389/fpsyg.2020.02077

Jürkenbeck, K., Hölker, S. y Spiller, A. (2023). New label, new target group? The case of the organic label and the Nutri-Score. Organic Agriculture, 13(2), 221-235. https://doi.org/10.1007/s13165-023-00423-8 DOI: https://doi.org/10.1007/s13165-023-00423-8

Kamboj, S., Matharu, M. y Gupta, M. (2023). Examining consumer purchase intention towards organic food: An empirical study. Cleaner and Responsible Consumption, 9, 100121. https://doi.org/10.1016/j.clrc.2023.100121 DOI: https://doi.org/10.1016/j.clrc.2023.100121

Katt, F. y Meixner, O. (2020). Is It all about the price? An analysis of the purchase intention for organic food in a discount setting by means of structural equation modeling. Foods, 9(4), 458. https://doi.org/10.3390/foods9040458 DOI: https://doi.org/10.3390/foods9040458

Kerr-Gaffney, J., Harrison, A. y Tchanturia, K. (2018). Social anxiety in the eating disorders: a systematic review and meta-analysis. Psychological Medicine, 48(15), 2477-2491. https://doi.org/10.1017/S0033291718000752 DOI: https://doi.org/10.1017/S0033291718000752

Kiefer, P., Giannopoulos, I., Raubal, M. y Duchowski, A. (2017). Eye tracking for spatial research: cognition, computation, challenges. Spatial Cognition & Computation, 17(1-2), 1-19. https://doi.org/10.1080/13875868.2016.1254634 DOI: https://doi.org/10.1080/13875868.2016.1254634

Konuk, F. A. (2018). The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food. Journal of Retailing and Consumer Services, 43, 304-310. https://doi.org/10.1016/j.jretconser.2018.04.011 DOI: https://doi.org/10.1016/j.jretconser.2018.04.011

Kowalska, A., Ratajczyk, M., Manning, L., Bieniek, M. y Mącik, R. (2021). “Young and Green” a study of consumers’ perceptions and reported purchasing behaviour towards organic food in Poland and the United Kingdom. Sustainability, 13(23), 13022. https://doi.org/10.3390/su132313022 DOI: https://doi.org/10.3390/su132313022

Krishna, A., Cian, L. y Aydınoğlu, N. Z. (2017). Sensory aspects of package design. Journal of Retailing, 93(1), 43-54. https://doi.org/10.1016/j.jretai.2016.12.002 DOI: https://doi.org/10.1016/j.jretai.2016.12.002

Laddu, D. R., Lavie, C. J., Phillips, S. A. y Arena, R. (2021). Physical activity for immunity protection: Inoculating populations with healthy living medicine in preparation for the next pandemic. Progress in Cardiovascular Diseases, 64, 102-104. https://doi.org/10.1016/j.pcad.2020.04.006 DOI: https://doi.org/10.1016/j.pcad.2020.04.006

Lamb, C. W., Hair, J. F. y McDaniel, C. (2012). Marketing. Cengage Learning.

Lombardi, A., Califano, G., Caracciolo, F., Del Giudice, T. y Cembalo, L. (2024). Eco-packaging in organic foods: Rational decisions or emotional influences? Organic Agriculture, 14(2), 125-142. https://doi.org/10.1007/s13165-023-00442-5 DOI: https://doi.org/10.1007/s13165-023-00442-5

López, J. L. P. y Monroy, C. R. (2023). El neuroconsumidor: Una revisión narrativa de la bibliografía a la luz de los patrones mentales y emocionales. Revista Latina de Comunicación Social, 81, 34–56. https://doi.org/10.4185/rlcs.2023.1913 DOI: https://doi.org/10.4185/rlcs.2023.1913

Lopez-Sintas, J., Lamberti, G. y Lopez-Belbeze, P. (2024). Heterogenous social mechanisms drive the intention to purchase organic food. British Food Journal, 126(13), 378-393. https://doi.org/10.1108/BFJ-12-2023-1085 DOI: https://doi.org/10.1108/BFJ-12-2023-1085

Mañas-Viniegra, L., Núñez-Gómez, P. y Tur-Viñes, V. (2020). Neuromarketing as a strategic tool for predicting how Instagramers have an influence on the personal identity of adolescents and young people in Spain. Heliyon, 6(3), E03578. https://doi.org/10.1016/j.heliyon.2020.e03578 DOI: https://doi.org/10.1016/j.heliyon.2020.e03578

Mañas-Viniegra, L., Veloso, A.-I. y Cuesta, U. (2019). Fashion promotion on Instagram with eye tracking: curvy girl influencers versus fashion brands in Spain and Portugal. Sustainability, 11(14), 3977. https://doi.org/10.3390/su11143977 DOI: https://doi.org/10.3390/su11143977

Mengual-Recuerda, A., Tur-Viñes, V. y Juárez-Varón, D. (2020). Neuromarketing in haute cuisine gastronomic experiences. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.01772 DOI: https://doi.org/10.3389/fpsyg.2020.01772

Mook, A., Overdevest, C. y Lusk, J. (2023). World society and the convergence of consumer values: buying patterns of eco-certification in the UAE. Business Strategy & Development, 6(3), 333-342. https://doi.org/10.1002/bsd2.242 DOI: https://doi.org/10.1002/bsd2.242

Nguyen, T.-P. y Dekhili, S. (2019). Sustainable development in Vietnam: an examination of consumers’ perceptions of green products. Business Strategy & Development, 2(2), 127-136. https://doi.org/10.1002/bsd2.48 DOI: https://doi.org/10.1002/bsd2.48

Núñez-Cansado, M., Carrascosa Méndez, G. y Juárez-Varón, D. (2024). Analysis of the residual effect using neuromarketing technology in audiovisual content entrepreneurship. Sustainable Technology and Entrepreneurship, 3(3), 100069. https://doi.org/10.1016/j.stae.2023.100069 DOI: https://doi.org/10.1016/j.stae.2023.100069

Penalba-Sánchez, L., Di-Gregorio, E., Claro, R., Pinto, M., Pinto, E. y Oliveira-Silva, P. (2023). Understanding the motives behind the consumption of organic products in north Portugal: a focus group study. Frontiers in Sustainable Food Systems, 7. https://doi.org/10.3389/fsufs.2023.1316634 DOI: https://doi.org/10.3389/fsufs.2023.1316634

Prakash, G. y Pathak, P. (2017). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of Cleaner Production, 141, 385-393. https://doi.org/10.1016/j.jclepro.2016.09.116 DOI: https://doi.org/10.1016/j.jclepro.2016.09.116

Rana, J. y Paul, J. (2017). Consumer behavior and purchase intention for organic food: a review and research agenda. Journal of Retailing and Consumer Services, 38, 157-165. https://doi.org/10.1016/j.jretconser.2017.06.004 DOI: https://doi.org/10.1016/j.jretconser.2017.06.004

Richetin, J., Caputo, V., Demartini, E., Conner, M. y Perugini, M. (2022). Organic food labels bias food healthiness perceptions: Estimating healthiness equivalence using a Discrete Choice Experiment. Appetite, 172, 105970. https://doi.org/10.1016/j.appet.2022.105970 DOI: https://doi.org/10.1016/j.appet.2022.105970

Sarabia-Andreu, F., Sarabia-Sánchez, F. J., Parra-Meroño, M. C. y Moreno-Albaladejo, P. (2020). A multifaceted explanation of the predisposition to buy organic food. Foods, 9(2), 197. https://doi.org/10.3390/foods9020197 DOI: https://doi.org/10.3390/foods9020197

Shukla, P., Singh, J. y Wang, W. (2022). The influence of creative packaging design on customer motivation to process and purchase decisions. Journal of Business Research, 147, 338-347. https://doi.org/10.1016/j.jbusres.2022.04.026 DOI: https://doi.org/10.1016/j.jbusres.2022.04.026

Spence, C., Velasco, C. y Petit, O. (2019). The Consumer Neuroscience of Packaging. En C. Velasco y C. Spence (Eds.), Multisensory Packaging: Designing New Product Experiences. Springer International Publishing, (pp. 319-347). https://doi.org/10.1007/978-3-319-94977-2_12 DOI: https://doi.org/10.1007/978-3-319-94977-2_12

Tur-Viñes, V., Ramos-Soler, I. y Ferrer, M. C. (2014). Comunicación silenciosa: estudio comparativo internacional de envases de juguetes. Questiones publicitarias, 1(19), 35-50. DOI: https://doi.org/10.5565/rev/qp.24

Yadava, M., Kumar, P., Saini, R., Roy, P. P. y Prosad Dogra, D. (2017). Analysis of EEG signals and its application to neuromarketing. Multimedia Tools and Applications, 76(18), 19087-19111. https://doi.org/10.1007/s11042-017-4580-6 DOI: https://doi.org/10.1007/s11042-017-4580-6

Downloads

Published

2024-09-17

How to Cite

Carrillo-González, C. M., Parra-Meroño, M. C., Juárez-Varón, D., & Gandía-Sabater, M. (2024). Rational versus emotional products in the Eco food category. A packaging study using neuromarketing. European Public & Social Innovation Review, 9, 1–19. https://doi.org/10.31637/epsir-2024-786

Issue

Vol. 9 (2024)

Section

INNOVATING IN THE REDEFINITION OF THE RELATIONSHIP BETWEEN HUMAN BEINGS AND THEIR ENVIRONMENT

License

Copyright (c) 2024 Carmen María Carrillo-González, María Concepción Parra-Meroño, David Juárez-Varón, Marta Gadía-Sabater

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Authors who publish with this journal agree to the following terms:
  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Non Commercial, No Derivatives Attribution 4.0. International (CC BY-NC-ND 4.0.), that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).