In cooperation with Kaufland Slovenská republika, we conducted research in the Consumer Studies Laboratory to test the perception of a website dedicated to the Nutri-Score nutritional labelling system. The aim was to find out how customers (n=30) understand the presented information, how they react to the visual elements of the page and to what extent the subpage helps them to correctly interpret the nutritional rating of food. The research combined eye-tracking and face-tracking methods with the collection of questionnaire responses to gain deeper insights into the cognitive and emotional behaviour of visitors to the site. The findings showed that although the subpage fulfils an informational purpose, some parts – in particular the explanation of the score calculation – require modification towards greater clarity. As part of our recommendations, we suggest simplifying the visual interpretation of the calculation, highlighting key elements more clearly graphically, or adding interactive elements that would allow users to better understand the scoring of favorable and unfavorable substances. At the same time, we recommend to strengthen in the future the explanation that the Nutri-Score is purely informative and does not predict whether a food is healthy or unhealthy. Research has again confirmed that sensitively setting up digital nutrition communications can significantly influence consumer decision-making and contribute to informed choices at the point of sale. This project is an example of a meaningful combination of academic research, digital education and social responsibility.
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