Promoting Sustainable Health Choices through Menu Labelling: An Eye-Tracking Study Aligned With Sdg-3

Abstract

Non-communicable diseases (NCDs) and obesity are becoming global health problem and are surging due to unhealthy fast food. Sustainable healthy diet and menu labeling can be a solution for the diners to take a well-informed decision and can contribute in leading the world towards sustainable developmental goal-3. The main objective of this research is to track the attention span of respondents through heat map and investigate the most preferred format of menu labeling using eye tracking technique. Experimental research has been conducted using eye- trackers with ninety-three (N=93) respondents with three different menu card conditions. Heat maps were analyzed and compared for all menu board formats with and without calorie information. Further, all three formats were analyzed and significant difference was found in all menu board formats. Physical activity-based format was the most preferred format over the numeric calorie format and no calorie format. This study helps marketers to identify elements with higher attention span, lesser level of interest, cognitive load contributors, and clutter making elements. Thus, study contributes in identifying customer friendly menu labeling options that helps in promoting healthy choices for the customers.