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Table of Contents

HIGHLIGHTS

Majority of participants reported that “sometimes” sustainability trends affect their decision-making when purchasing products.

Package InSight

BACKGROUND

Consumer Package Goods (CPG) and Private Label Retail Packaging are challenged to balance brand messaging with required and or regulated sustainability logos and labels. In the past few years there has been a growing proliferation of sustainability and corporate social reasonability messaging which makes it more difficult for consumers to factor sustainability into their decisions. This study explores if sustainable messaging is important to purchase decisions and brand identity on shelf. Participants were checked in when they arrived at the simulated retail lab, and were fitted and calibrated with Tobii 2 eye tracking glasses. Participants were asked to shop for items on the assigned shopping list. Once they completed their shopping, their purchases were photographed and the participants completed an online post-shopping survey to capture qualitative feedback and demographics.

RESEARCH QUESTION & HYPOTHESIS

Are consumer purchase decisions influenced based on sustainability logos and labels? Does the inclusion of a visual element that appears to be a package sustainability rating increase consumer attention and sales when compared to the same package with no sustainability rating?

Research Hypothesis – The inclusion of a visual element that appears to be a package sustainability rating will increase consumer attention and sales when compared to the same package with no sustainability rating.

BADGES IN USE

STIMULUS IN PLAY

APPROACH

A Salt and Pepper approach to variable testing on shelf allows us to efficiently test each claim against a baseline with 60 participants. Project execution follows this timeline:

PLANOGRAMS IN GROUP A

PLANOGRAMS IN GROUP B

EYE TRACKING

KEY METRICS

  • Total Fixation Duration (TFD) – How long did they look?
  • Fixation Count (FC) – How often did they look?
  • Time To First Fixation (TTFF) – How quickly did they see?

SHOPPER VISION

DEMOGRAPHICS

WHITE PAPER

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