Text vs. logo: Does eco-label format influence consumers' visual attention and willingness-to-pay for fruit plants? An experimental auction approach

Eco-labels identify products that are produced in an environmentally friendly way. They utilize many formats combining graphics/logos and text to attract environmentally conscious consumers. Different eco-label formats may vary in their effectiveness in influencing consumers' preferences for products. This manuscript explores the relationship between eco-labels' format and consumer preferences, willingness-to-pay, and visual attention. Participants' visual attention was recorded while they submitted bids in an experimental auction for fruit-producing plants with three different eco-labels (i.e. industry-specific, Non-GMO, and heirloom) presented as either text or using a logo. Results from random effects Tobit models indicate that eco-label format does influence consumers' visual attention and product valuation. Logos capture relatively more visual attention than text eco-labels. Furthermore, additional visual attention to the logos increases respondents' bids, while visual attention to the text decreases their bids. Implications for relevant industry stakeholders are discussed.