The Role of Eco-Labels in Making Environmentally Friendly Choices: An Eye-Tracking Study on Aquaculture Products with Italian Consumers

Migena Proi, Emilia Cubero Dudinskaya, Simona Naspetti, Emel Ozturk and Raffaele Zanoli ()
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Migena Proi: Department of Agricultural, Food and Environmental Sciences (D3A), Università Politecnica delle Marche, Via Brecce Bianche, 60131 Ancona, Italy
Emilia Cubero Dudinskaya: Department of Agricultural, Food and Environmental Sciences (D3A), Università Politecnica delle Marche, Via Brecce Bianche, 60131 Ancona, Italy
Simona Naspetti: Department of Materials, Environmental Sciences and Urban Planning (SIMAU), Università Politecnica delle Marche, Via Brecce Bianche, 60131 Ancona, Italy
Emel Ozturk: Department of Agricultural, Food and Environmental Sciences (D3A), Università Politecnica delle Marche, Via Brecce Bianche, 60131 Ancona, Italy
Raffaele Zanoli: Department of Agricultural, Food and Environmental Sciences (D3A), Università Politecnica delle Marche, Via Brecce Bianche, 60131 Ancona, Italy

Sustainability, 2023, vol. 15, issue 5, 1-15

Abstract: 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.

Keywords: fish farming; word association; sustainability; logo; brand; eye fixation; consumer research; mixed logit (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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