The role of eco-labels in making environmentally friendly choices: an eye-tracking study on aquaculture products with Italian consumers

Eco-labels are crucial in helping consumers make sustainable food choices. However, previous literature has shown that eco-labels lack visibility and, frequently, are not easy for consumers to see. The main goal of the present study was to analyse the influence of aquaculture eco-labels’ visual elements—size and saliency—on consumers’ visual attention and choice. The study uses an eye-tracking methodology, together with a choice experiment and a semiotic analysis. A word association (WA) task was used to explore how each eco-label’s graphic design influenced consumers’ perceptions. Sixty-one consumers’ eye movements were tracked while choosing smoked salmon and seabass products carrying different eco-labels. The results showed that size and saliency largely influence visual attention. The choice of aquaculture products was influenced only by the size of the eco-labels. According to the WA task, the shape, the symbols and the language in which the claim was written influenced consumers’ preferences. The findings contribute to marketing and food research, suggesting which visual elements should be considered to increase consumers’ interest in eco-labels.