This study used eye-tracking technology and an experimental auction to unveil shoppers’ visual usage of nutrition information and willingness to pay (WTP) for food. Particular attention was given to primary grocery shoppers of households having weight-concerned members (shoppers included). The results showed that shoppers of household with weight-concerned members were more attentive to nutritional label information. Furthermore, their WTP for roasted peanuts decreased as their visual attention to the fat and sugar content increased. In addition, they were willing to pay more for salad mix compared to other shoppers. Health claims did not have an effect on shoppers’ WTP.


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