Consumer Preferences and Visual Attention Toward Climate Conscious and Pro-Social Attributes of Agricultural products and Manufactured Goods

• Emily Ortiz, Energy and Environmental Policy, University of Delaware

• Leah Palm-Forster, Applied Economics & Statistics, University of Delaware

Sustainable consumption habits can have positive impacts on the environment, especially as the climate crisis continues to distress vulnerable communities and diminish natural resources. Previous research has shown that consumers are willing to pay higher prices for products with environmental, climate conscious, and pro-social attributes. However, research comparing consumers’ visual attention to these attributes will help us further understand consumer preferences for them. This study tests whether consumer attention to labels leads to purchasing sustainably produced goods, and how the attention varies amongst different types of products. We designed a discrete choice experiment to measure consumers’ willingness to pay for social and environmental certifications of different products that adhere to certification standards, and we use eye-tracking technology to analyze visual attention to product labels. The two certifications used in this study are Fair Labor Accreditation (FLA), which focuses on workers’ rights, and the use of recycled material in the production process, which reduces the amount of discarded waste on earth. The products used in this study are strawberries and t-shirts. These two products represent different industries (agriculture and manufacturing), price levels, and purchasing frequencies to determine if preferences for certifications differ among them. Using a computer equipped with a Tobii Fusion Pro eye tracker, participants look at eight different choice sets for each product (16 total). Each choice set has two options, with varying price levels, and a varying number of certifications (none, one, or both). Participants select which of the two options they would hypothetically like to purchase, and they also have the choice to select neither option. We will examine the relationship between rates of visual attention to certifications and willingness to pay. Results of this study will be a starting point for policymakers and industry leaders to make informed decisions about promoting beneficial production practices and will increase knowledge about consumer preferences for sustainable and ethical products.