Abstract
In recent years, visual perception has gained growing attention in consumer marketing due to its pivotal role in purchase decision-making. As a core element of marketing communication, visual information not only affects consumers' initial attention and product recognition but also shapes their subsequent choices. However, how sustainable product packaging effectively conveys a clear and compelling sustainability image in cluttered retail shelf contexts remains a significant challenge. This study combines eye-tracking technology with customer journey maps (CJM) and semi-structured interviews to thoroughly examine consumers' visual responses and decision-making processes regarding sustainable beverage packaging in convenience stores. The findings reveal that consumers' initial visual attraction does not necessarily align with their final decisions, as purchasing behavior is constrained by higher-level cognitive evaluations and value orientations. Design elements that effectively balance visual appeal with deeper value communication are more likely to drive favorable consumer choices. The contribution of this research lies in its use of eye-tracking data combined with CJM to delineate the visual and cognitive dynamics behind consumers' sustainable packaging selection process in a physical convenience store setting. The results provide concrete strategic recommendations for designing sustainable product packaging in brick-and-mortar retail environments and serve as a reference for marketers in crafting promotional messages and enhancing the perceived value of sustainability.
Keywords
Eye-tracking; Sustainable Packaging; Consumer Visual Perception; Purchase Decision- making
DOI
https://doi.org/10.21606/iasdr.2025.602
Citation
Huang, Y.,and Chiu, T.(2025) From Gaze to Choice: Integrating Wearable Eye-Tracking Technique into Customer Journey Map to Explore How Visual Cues Impact Consumers' Decision-Making Processes in Sustainable Beverage Packaging., in Chang, C.-Y., and Hsu, Y. (eds.), IASDR 2025: Design Next, 02-05 December, Taiwan. https://doi.org/10.21606/iasdr.2025.602
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Track 8 - Circular/Sustainable Design
From Gaze to Choice: Integrating Wearable Eye-Tracking Technique into Customer Journey Map to Explore How Visual Cues Impact Consumers' Decision-Making Processes in Sustainable Beverage Packaging.
In recent years, visual perception has gained growing attention in consumer marketing due to its pivotal role in purchase decision-making. As a core element of marketing communication, visual information not only affects consumers' initial attention and product recognition but also shapes their subsequent choices. However, how sustainable product packaging effectively conveys a clear and compelling sustainability image in cluttered retail shelf contexts remains a significant challenge. This study combines eye-tracking technology with customer journey maps (CJM) and semi-structured interviews to thoroughly examine consumers' visual responses and decision-making processes regarding sustainable beverage packaging in convenience stores. The findings reveal that consumers' initial visual attraction does not necessarily align with their final decisions, as purchasing behavior is constrained by higher-level cognitive evaluations and value orientations. Design elements that effectively balance visual appeal with deeper value communication are more likely to drive favorable consumer choices. The contribution of this research lies in its use of eye-tracking data combined with CJM to delineate the visual and cognitive dynamics behind consumers' sustainable packaging selection process in a physical convenience store setting. The results provide concrete strategic recommendations for designing sustainable product packaging in brick-and-mortar retail environments and serve as a reference for marketers in crafting promotional messages and enhancing the perceived value of sustainability.