Padrões de atenção visual em rótulos de cafés especiais: uma abordagem com eye tracking e intenção de compra

Abstract

The growing interest in specialty coffees has significantly increased the variety of products available on the market, resulting in a wider diversity of labels that lack standardization regarding displayed information. Therefore, understanding how label information influences consumer purchasing decisions has become essential. Traditional methods relying on subjective self-reports often fail to capture subconscious visual attention patterns. Thus, this study aimed to investigate consumers' visual attention patterns on specialty coffee labels and their relationship with purchase intention, using eye-tracking technology. A total of 105 regular specialty coffee consumers evaluated six commercially available labels, each featuring different informational content. Through eye-tracking, fixation duration on label information was recorded, while purchase intention was measured using a structured seven-point scale. Results showed that central label areas, particularly those featuring brand logos, brand names, and sensory claims, received the highest visual fixation. Conversely, technical and structural elements (contact details, weight, batch number, manufacturer data, ziplock, and QR code) received minimal attention. Principal Component Analysis indicated that labels highlighting information about the farm, roasting, and coffee sensory attributes were associated with higher purchase intention. These findings highlight the importance of strategic label design and suggest the complementary use of active and passive methods to achieve a deeper understanding of consumer behavior.