Consumer preferences for organic production methods and origin promotions on ornamental plants: evidence from eye-tracking experiments
通过联合分析和眼动追踪技术，研究了消费者对观赏植物的有机生产方式和产地标签的购买意愿及视觉关注，发现有机标签和产地信息能提升购买意愿，尤其对可食用植物效果更显著。
The strategic value of organic production and origin promotions may vary based on product end-use. Conjoint analysis and eye-tracking technology were used to investigate consumers’ purchase likelihood (PL) and visual search behavior for esthetic and food-producing ornamental plants. Organic production methods, in-state, and domestic origins positively impacted participants’ PL. Respondents’ visual attention to the organic production attribute had a strong positive effect on PL for food-producing plants as did sociodemographic variables. Findings imply that producers and retailers could successfully implement signage emphasizing organic production methods and origin designations to generate consumer interest.