Consumers are willing to pay more for fruit plant life with labels that incorporate logos they recognise , a recent University of Florida study finds .
As the first inquiry of its variety , the findings may assist growers increase the marketability of their decorative gardening ware through labeling . Consumer predilection , visual attention and willingness - to - pay were measure and examine to check how each recording label or text combination bear on a consumer ’s willingness to pay for a fussy yield works .
“ Research is often carry on consumer attention , but we are the first to bet at the format of the labels . For example , text and picture combinations , ” Hayk Khachatryan , associate professor of agricultural economic science at the University of Florida Institute of Food and Agricultural Sciences said .
An important element of this research was to consider the halo effect , a shape of bias where an opinion made in one expanse may influence many others even if there is not a meaningful grounds for the connection .
early studies showed that consumer considered chocolate labeled with the Fair Trade logotype to be sizable . Fair Trade credentials has nothing to do with the coffee ’s caloric or sugar content and instead indicates sustainable output practices , human working stipulation , etc . In this study , the annulus force refer to consumers ’ misperception that an eco - labeled product is ranking to non - label products . It could be correct , but not needs in all case and due to the halo effect consumer sometimes do not distinguish between the two , harmonise to Khachatryan .
During experimental auctions , different label formatting were display to consumer who submitted a bidding on the plant and then make a motion on to the next plant with a dissimilar recording label . apply eye tracking software , a heat mapping was create to display where consumers looked at the plant or recording label and for how long .
The amount of visual selective information we utilize for decisiveness making comes from as small of an orbit as the size of it of our thumbnail and part of our visual care is subconscious , we do not control it fully , accord to Khachatryan . This take a shit the middle tracking software an significant part of understanding which cistron charm ocular attending and subsequent consumer purchasing decisions .
The research found that consumers are uncoerced to ante up more for plants with label with logos they recognized and bid significantly less for plants with schoolbook - only labels .
“ There is significant opportunity for the cosmetic horticulture diligence , specifically in retail , to make info about their Cartesian product clearer . Consumers are look for it , ” Khachatryan said .
“ Consumers look for visual cue to inspire their purchases , ” he aver . “ Most garden centers in Florida could improve labeling exercise . The lineament of horticultural product labeling could be similar to what you see in grocery store storage to help consumers make choice . They may need something rise locally , and cautiously craft label can serve take those decisions . ”
This enquiry is part of a serial of research on consumer buying doings as it relates to labeling and was conducted with support from the National Horticulture Foundation . Hayk Khachatryan ’s enquiry team in this experimentation included Alicia Rihn and Xuan Wei .
Source : University of Florida ( Tory Moore )
