Which On-Pack Information Drives a Marketable Specialty Coffee Label? Unfolding Purchase Intention and Visual Attention with Eye Tracking

This study examined how visual attention to specialty coffee label elements relates to consumers' stated purchase intention. A total of 105 regular specialty coffee consumers viewed the front and back panels, simultaneously, of six commercially available labels while their eye movements were recorded with an eye tracker. Areas of Interest (AOIs) were defined for the label's content, and a Normalized Fixation Ratio (NFR; proportional fixation time scaled by AOI area) was calculated. Purchase intention was measured on a seven-point structured scale, and the association between NFR and purchase intention was modeled using Landscape Segmentation Analysis (LSA). Heatmaps showed that central regions of the front and back panels were attentional "hot zones", particularly when they contained sensory claims, cupping score, origin and traceability, roast level, coffee variety, and the "specialty coffee" designation. In contrast, weight, best-before date, grain or ground, and contact information consistently received little attention. Higher NFR values for sensory and origin-related cues were positively associated with purchase intention; labels that gave these attributes visual prominence achieved the highest intention scores. These findings indicate that consumers prioritize sensory and traceability-related information over technical or administrative cues and that both the content and graphic salience of label elements are critical for driving perceived value and choice. Results provide evidence-based guidance for structuring specialty coffee labels to optimize communication.