How do human brains interpret environmental information on products? the case of neuro-marketing tools used to assess the communication effectiveness of life cycle based environmental labelling Anna Lewandowska, Barbara Borusiak, Christian Dierks, Pasquale Giungato, Ewa Jerzyk, Przemyslaw Kurczewski, Jagna Sobierajewicz, Sangwon Suh, Joanna Witczak
September 3 - 6, 2017 Luxembourg
Pasquale Giungato3
Sangwon Suh6
Barbara Borusiak1 Jagna Sobierajewicz5
Ewa Jerzyk1
https://pl.dreamstime.com
Jacek Trębecki1
1 Poznan
University of Economics and Business, Poznan, Poland
Christian Dierks2
2 Fraunhofer-Institut für
Silicatforschung, Alzenau, Germany
3 4
Przemysław Kurczewski4
Anna Lewandowska1
Katarzyna Lemańska-Pawlak1
University of Bari “Aldo Moro”, Taranto, Italy
Poznan University of Technology, Poznan, Poland 5
Adam Mickiewicz University in Poznan, Poznan Poland 6
Bren School of Environmental Science and Management, Santa Barbara, CA, USA
Joanna
Witczak1
Aneta Disterheft1 BartłomiejPierański1
SINGLE MARKET FOR GREEN PRODUCTS
TRANSPARENCY RELEVANCE
Assessed
Improved
GREEN PRODUCTS & SERVICES Verified
LIFE CYCLE BASED ENVIRONMENTAL INFORMATION
Certified
How to communicate this information effectively…? https://pl.dreamstime.com
How do consumers react to ecolabels…? How do they understand them…? Are the ecolabels an incentive to purchase…?
LABELS EU Ecolabel
ecolabels designed by inspiration of PEF/OEF pilot phase*
PRODUCTS
ADS
print ads
video spots *http://ec.europa.eu/environment/eussd/smgp/pdf/infographic-env-info.pdf
GOALS, SCOPE, PROCEDURE & METHODOLOGY OF THE PROJECT
A FEW SHOTS FROM OUR EEG AND EYETRACKING LABORATORY
! PRELIMINARY RESULTS
(11 PARTICIPANTS AFTER EEG AND EYE-TRACKING RECORDING)
OUR LCM CONFERENCE PAPER
VIDEO
THIS PRESENTATION
fixation time average [ms]
EYE-TRACKING – heat maps – EU Ecolabel
eyesight fixation is stopping the eyes for a longer time, during which information is collected from the area of the perceptual field
EYE-TRACKING – heat maps – draft PEF labels
fixation time average [ms]
EYE-TRACKING – heat maps – draft PEF labels
eyesight fixation is stopping the eyes for a longer time, during which information is collected from the area of the perceptual field
preliminary
CONCLUSIONS
eye-tracking
The barcode and EC logo Coloured bars reflecting EP for significant impact categories „www.ecolabel.eu” in EU ecolabel The name and the improvement result for second and third impact category (improvement PEF labels) – even if toxicity related ICs are displayed! „Improvement label” on the bottom of improvement PEF labels „Environmental footprint” on the top of PEF labels The environmental criteria in EU ecolabel Graphics! (EU ecolabel flower, life cycle circle) EP scale – but only final EP class! The words „better”, „reduced”, „limited”, „improved” The number indicating the final improvement result (improvement PEF labels) The name and improvement result for (only!) first impact category „Better for environment…. better for you” (EU ecolabel) The name of impact categories (performance PEF labels) The sentences like „in comparison to similar products, this product is…”
NO OR LOW ATTENTION
MODERATE ATTENTION
HIGH ATTENTION
preliminary
CONCLUSIONS labels
FIRST IMPRESSION IN TWO EYES SHOTS The labels should have no more than 2 elements designed to attract first visual attention of consumers (first two eyes shots). The EP class (performance label) and improvement final score (improvement label) seem to be powerful in this area. Their visibility should be ensured.
NUMBERS - HIGHER OR LOWER SCORE MEANS BETTER? The participants understood the improvement labels much worse than the performance ones (35% wrong answers during ordering these labels!). It should be clearly stated that in case of improvement labels the higher value means better. BEYOND ENVIRONMENTAL DIMENSION - ATTITUTE IS CREATED BY MIXED ASSOCIATIONS Consumers may link the names of impact categories (listed on the label) with various associations. Some of them may be not in line with LCA and may be negative. All these associations may impact final understanding of labels and create final consumers’ attitude.
PUEB - POZNAN - POLAND
Next steps…
to analyse the EEG recordings (ecolabels, ecolabeled products, advertisings including ecolabels and LCA results)
to make interpretation by combining the results of EEG, eye-tracking and the survey (including consumer types identification)
to perform the research in ShopLab
to target 100 participants
to perform the internationally scoped survey (questionnaire + Attensee® tool)
to formulate the final conclusions
WORK IN PROGRESS
…to be continued
THANK YOU contact us
[email protected] 