Effect of label elements in bottled water: Impact on consumer preferences, purchase intentions and health perception through affective sensory tests

Bottled water has become a popular beverage choice worldwide, with consumers increasingly seeking healthier options. However, label elements can significantly influence consumer perception and purchasing decisions. The research aimed to assess how label elements affect the liking, purchase intention, preference and concept of healthy bottled water. Two stages involved 180 and 100 participants aged between 18 and 40, provided sociodemographic information. The first stage used a hedonic scale and ranking test to perception of nine labels with different elements. The second stage selected a consensus label from prior tests. Four labels were designed, differing in brand color and nutritional information placement. In this last stage, the acceptability, preference ranking and concept of healthy were re-evaluated and eye tracking via the Pupil Lab program. Findings showed varied responses in acceptability and purchase intention among consumers. However, significant differences were observed in preferences and healthiness perceptions based on label characteristics. The label with the highest preference and perceived healthiness featured a sky-blue design with nutritional information on the right side. Combining sensory testing and eye tracking offers valuable insights for designing labels that positively impact consumer perception. The results provide important implications for bottled water manufacturers and marketers in developing effective labeling strategies to meet consumer preferences and promote healthier choices.