Background: Nowadays, the increase in consumption of non-organic foods or high-calorie products that have caused an increase in non-communicable diseases such as obesity is increasing on a daily basis, so in this study, we are trying to provide appropriate packaging and the correct placement of the nutrition facts table and health indicators in the correct and accessible place to provide the level of consumer attention in order to provide a suitable design capable of attracting consumer attention. According to the review of articles and research conducted so far, this issue has not been fully investigated by researchers and generally one side of the packaging (front of the package) has been tested.
Aim: This research pursues the following objectives: Experimentally measure the effect of differences in the placement (top/bottom-right/left-back of the package/front of the package) of health indicators on packaging labels on visual attention Experimentally measure the effect of differences in the placement of health indicators on packaging labels on product recall Measure the effect of visual attention and product recall on consumer purchase intention The findings of this research can contribute to management efforts to use packaging designs as a tool to communicate a product's position as a healthy and organic product.
Methodology: This is a quantitative research that is philosophically based on positivism and has an approach based on deductive logic. It is also considered an applied and fundamental research. The research strategy is based on experimentation and the reason for this is the use of laboratory facilities (eye tracking). This study is conducted as a single cross-sectional study. The data collection method is through the observation of visual attention and using data obtained from the eye tracking device. Our experimental design is a combination of (2×2×2) and a total of 8 situations. In which 2 (up/down), 2 (right/left), 2 (back/front) are packaging,