Consumer perception of packaging: An eye‐tracking study of gluten‐free cookies

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Abstract
The growing interest in gluten‐free products makes it crucial to understand the mechanism of consumers' perception of gluten‐free claims. Due to the limited research measuring the influence of the type (verbal/nonverbal), number and location of gluten‐free statements on product labels on visual attention and consumers' purchase decisions, the main aim of this research was to evaluate the perception of gluten‐free claims and the Crossed Grain symbol on cookie packages of both consumers who are on a gluten‐free diet and those who are not. To that end, a questionnaire survey (600 respondents) and an eye‐tracking study (67 respondents) were carried out. The results showed that the respondents are aware of the basic rules of gluten‐free products' labelling, but 32% of those on the diet claimed that the products were not labelled properly. The analysis proved (p < .05) the significant relation between the number of gluten‐free claims and consumers' purchase intention. The respondents paid more attention to verbal gluten‐free claims than to nonverbal ones on packaging (p < .05). In the case of the Crossed Grain symbol, addition of verbal statement strengthened the information and decreased the respondents' level of uncertainty about a given product, which is important, especially for people newly adopting the diet. No difference in the visual attention to gluten‐free statements between the followers and non‐followers of the diet was found (p > .05), which allowed us to conclude that the perception of gluten‐free claims is an automatic process. These results suggest that designing product labels by considering the information architecture concerning gluten may help strengthen consumers' attitudes towards gluten‐free products and impact buying behaviour.

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