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Postawy młodych konsumentów mięsa wieprzowego w zakresie procesów jego produkcji oraz właściwości zdrowotnych
For years, pork has been one of the most popular types of meat consumed in Poland, due in part to the long tradition of pig farming and pork processing. The aim of the study was to identify and describe the attitudes of young adults from Generation Z towards pork consumption. The study addressed the following questions: What type of meat consumers are young adults from Generation Z? What factors guide their purchasing decisions regarding pork? Which elements of meat-related advertising messages, consistent with the principles of communication ethics, attract their attention the most? Given the specific characteristics of this generation (as “trying consumers”), identified through a literature review and a questionnaire survey, particular emphasis was placed on the structure of advertising messages about meat. Attention was also directed toward messages free from so-called greenwashing, i.e., pseudo-ecological marketing, by conducting a visual analysis of labels provided by meat producers operating within antibiotic-free farming systems. The findings confirmed the pro-ecological orientation of Generation Z young adults. The study showed that they focus not only on the appearance of the product, but above all on the advertising slogan “from antibiotic-free, GMO-free farming”, which highlights the importance of ecological messaging as a key element that captures their attention.
Visual Attention to Food Bank Posters: Insights from an Exploratory Eye-Tracking Study
This exploratory eye-tracking study investigates how the emotional content of food bank advertisements influences food donor perception and visual attention. It does so by addressing a gap in the literature on eye-tracking applications in food donation contexts and social neuroscience. Visual attention represents a fundamental behavioural precursor to decision-making, yet its role in charitable communications remains underexplored. The objective of this research was to investigate how the content of food bank advertisements is associated with the way that potential food donors perceive food bank posters on a cognitive level. This study adopted a social neuroscience approach, using the methodology of eye-tracking to examine the visual attention patterns that form while viewing food bank posters. Participants (N = 96) viewed four posters varying in their emotional appeal, i.e., positive, neutral, negative and cognitive dissonance, while their eye movements were being recorded. Results revealed the robust attentional prioritisation of generic pictorial content over specific organisational logos or abstract symbols across all metrics and posters with large effect sizes (r = 0.69–0.87). It was found that pictures captured participants’ attention three to seven times faster than logos and also received two to seven times more fixations. The poster carrying a negative appeal elicited the strongest pictorial advantage, consistent with the negativity bias in attention allocation. Exploratory analysis found no significant correlation between participants’ past charitable behaviour and visual attention patterns, thus suggesting that the Picture Superiority Effect operates universally, regardless of individual past charitable behaviours. This is the first eye-tracking study examining donor-facing food bank communications in Poland, contributing to social neuroscience approaches in prosocial behaviour research. Findings suggest charitable organisations should prioritise emotionally engaging pictures’ inclusion over logo prominence in their visual communications messaging.