The Influence of Packaging, Claims, and Social Value Orientation on Consumer Choice of Whole Grain and White Bread: An Eye- Tracking Study.

Abstract: This thesis explores the influence of packaging on consumers' taste perception of whole grain and white bread, with a particular focus on the impact of matte and glossy packaging as well as healthy, natural, and tasty claims. In addition, we examine the role of social value orientation, specifically prosocial and proself tendencies, in shaping consumers' preferences for one bread type over the other. Furthermore, we incorporate eye-tracking technology to gain a deeper understanding of consumers' visual attention patterns and their relationship with packaging elements. By investigating the relationship between packaging and taste perception in the context of different types of bread, this study contributes valuable insights into promoting pro-environmental behavior within the realm of food packaging.

Abstract: This thesis explores the influence of packaging on consumers' taste perception of whole grain and white bread, with a particular focus on the impact of matte and glossy packaging as well as healthy, sustainable, and tasty claims. In addition, we examine the role of social value orientation, specifically prosocial and proself tendencies, in shaping consumers' preferences for one bread type over the other. Furthermore, we incorporate eye-tracking technology to gain a deeper understanding of consumers' visual attention patterns and their relationship with packaging elements. By investigating the relationship between packaging and taste perception in the context of different types of bread, this study contributes valuable insights into promoting pro-environmental behavior within the realm of food packaging.