The Effectiveness of Sustainability Labels in Driving Consumer Attention in E-commerce: An Eye-Tracking Study

This study investigates the interplay between visual attention, cognitive responses, and consumer behaviour within e-commerce and sustainability contexts, using eye-tracking technology. The primary objective of this study is to assess sustainability label efficacy with 36 participants and their attention span toward various labels (green, black, or the presence of a matching highlight label). As predicted, results show how the green highlight labels significantly capture attention and foster engagement, reflected in prolonged Dwell Time and Revisit Count. Post-study surveys further reveal diverse label preferences. The study acknowledges methodological limitations, including gaze pattern disparities, addressing them through eye-tracking data integration with a post-study survey. In summary, this research offers vital insights into sustainability communication and attracting consumer attention, guiding strategies for eco-conscious choices and promoting sustainable consumption. Keywords: Sustainability labels, E-commerce, Eye-tracking technology, Consumer attention