- Article
Which On-Pack Information Drives a Marketable Specialty Coffee Label? Unfolding Purchase Intention and Visual Attention with Eye Tracking
- Alexandre H. Silas Souza,
- Louise P. Passos,
- Katiúcia Alves Amorim,
- Maria Galdino,
- Jéssica Sousa Guimarães,
- André Pimenta Freire,
- Cleiton Antonio Nunes and
- Ana Carla Marques Pinheiro
This study examined how visual attention to specialty coffee label elements relates to consumers’ stated purchase intention. A total of 105 regular specialty coffee consumers viewed the front and back panels, simultaneously, of six commercially...

