Enhancing the Effect of Location of Carbon Footprint Labels on Environmentally Friendly Product Packages on Consumers' Visual Attention

This study explored the impact of label location on consumers' visual attention to environmentally friendly products. Specifically, it investigated the effect of the distance of the carbon footprint label from the center of the packaging on consumers' visual attention. The research employed an experimental laboratory approach, utilizing eye-tracking technology to gather data on participants' visual attention. The study included 120 students and graduates from universities in Tehran Province. The findings revealed that the location of the carbon footprint label significantly influenced consumers' visual attention. Regression analysis demonstrated a direct relationship between the distance of the label from the package center and the time to first stabilization, while an inverse relationship was observed with the total duration of stabilization, fixation number, visit duration, and number of visits. These results highlighted the importance of strategically placing labels, such as carbon footprint labels, to enhance their effectiveness in capturing consumers' visual attention and influencing purchasing decisions. The findings have implications for product and packaging designers, as well as organizations focused on environmental and consumer health.