Background: In recent years, public interest in healthy eating issues has
increased significantly because of the increase in obesity rates and the increasing
concern of consumers about the way their food is produced, therefore the use of
organic and healthy food products has become New thinking way which is related to food, health and nature. However, during buying a product, consumers
are faced with a lot of information presented to them, and this information can
only influence the choice of consumers if they pay attention. Knowing how much
they pay attention to such claims and whether attention affects the likelihood of
choice can help governments and industry create efficient and effective
communication approaches and help to encourage people into accepting Healthy
and sustainable food
Aim: The purpose of this study is to examine the attention to information related
to nutrition and sustainability and their role as claims on food labels in consumer
food choices using an eye tracking approach.
Methodology: The current research is practical and experimental (experimental)
from the point of view of the purpose and method of data collection. In total, the
data of 50 participants who were selected from among the students of the
University of Science and Technology using available sampling method were
recorded. After completing the questionnaires that included demographic
characteristics and general interest and attitude towards healthy food and
consumption habits, the participants were faced with 32 selection sets (stimuli).
During the selection task, the participants' visual attention was measured using an
eye tracking device that was connected to the computer screen, and finally, the
collected data were analyzed in SPSS and R STUIDO software.
Conclusions: write about your findings related to research questions and/or
hypothesises. Also, put your concluding remark which highlights your
contributions, if any.