Evaluating response to environmental labels with eye-tracking

Researchers at Virginia Polytechnic Institute and State University USA used eye-tracking to determine consumer response to the Forest Stewardship Council (FSC) label and an unsubstantiated label. Labels were placed on 2 different products and 4 locations.
No significant difference was found between label types or products. Fixation duration was significantly lower for the bottom-right corner labels. The quickest time to first fixation was in the bottom-left corner. There was a preference for labeled products but only if it was the least expensive option. A questionnaire showed that the participants were not able to distinguish between the labels (4% correctly named the FSC label).
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