Evaluation of the Effects of Organic Food Labels on Consumer Preference via Neuromarketing

The demand for organic products is increasing daily. The destruction of nature, global warming, pandemics, and rising health issues related to food are driving consumers away from industrial products. Consumers are seeking healthier options, increasing the significance of natural and organic foods. Despite the growing market for organic products, certain factors deter consumers from these items. Therefore, the factors influencing consumer preferences for organic products must be examined meticulously. This study investigates consumer attitudes toward organic products and the factors affecting their purchasing decisions for these items. The participants’ approaches to organic products were evaluated via various measurement methods, including surveys, eye-tracking, and facial coding studies. The relationships between these variables were analysed via SPSS software. The study was conducted with 31 participants in a laboratory setting via an online webcam. The findings indicate that consumers with a positive attitude toward organic products were more willing to purchase them. Additionally, consumers scrutinize organic product labels more carefully than other product labels do. While consumers paid little attention to the shape of glass jars, lids, or other visual aspects, they examined the labels on the products meticulously. Facial coding, another significant method used in this research, revealed that participants displayed expressions of happiness when viewing organic products. According to the study, participants found organic products expensive, desired greater accessibility, and demanded that the products be labelled organic. Manufacturers interested in organic products could increase sales by sharing information about production and distribution processes and raising consumer awareness about organic products. Furthermore, presenting visuals other than the product label in a more striking manner could be beneficial. Channels that reduce product costs and facilitate better access to the target audience could also be developed. Future studies on the subject are recommended to create a store atmosphere for observing consumers. Devices such as EEG and qualitative analyses such as interviews must be included.