Abstract
Today's environmentally damaging activities pose global challenges for companies, environmentalists and governments alike, but these activities are also reflected at the level of the individual. The aim of the study is to investigate the decision-making processes of Hungarian consumers regarding sustainable products and to validate the eye-trackers methodology to measure this. Two groups (n=10), one educated on sustainable products and one without prior education, were observed using Tobii Glasses 3 eye trackers while purchasing sustainable items in a local supermarket. The research uses a mixed-methods approach combining qualitative and quantitative methods. Participants completed pre-shopping questionnaires to gauge their attitudes toward ecologically responsible consumption. Post-shopping interviews provided insights into their decision-making processes. As a result of the research, Hungarian consumers are not aware of sustainable products overall, and based on the interviews, they only buy a small proportion of them. Members of the experimental group (5.03 min) were much quicker to find sustainable products than members of the control group (8.03 min). Logos suggesting sustainability are misleading to consumers, and they are most easily able to identify sustainable packaging labels. Based on our conclusions, to encourage consumers to consume sustainably, the first step is to clarify what sustainable consumption and sustainable products mean. These labels should be prominently displayed on product packaging so that consumers can find them as soon as possible.
