Figure 4 Histogram of the most-used terms during the Word Association (WA) task.
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Table 1. Product attribute and attribute levels. Figure 1. An example of the manipulation of the eco-label Friend of the Sea (FOS) 1. Large, original saliency; 2. Large, high saliency; 3. Small, original saliency; 4. Small, high saliency. Table 2. Socio-demographic description of the sample in the laboratory experiment (n = 61). 3.2. Discrete Choice Experiment Results Table 3. Results of Mixed Logit Model. a CS a, DS a ( Figure 3 shows the results of the multiple-choice questions. According to consumers’ responses, the colour (32 per cent, n = 25) and the size (29 per cent, n = 22) were the two most important attributes of eco-labels. The Italian text of the ASC eco-label appealed to 13 per cent (n = 10) of respondents. The attribute shape influenced 12 per cent (n = 9) of consumers. Lastly, 14 per cent (1 = 11) of consumers stated that other elements, such as the presence of fish on the eco-label or their trust in that particular type of eco-label, would also influence them. Figure 3. Results of the multiple-choice question: the importance of eco-label features. Table 4. Eye-tracking measures on specific eco-labels during the DCE: mean (standard deviation). According to the results of the repeated measures ANOVA, Time to first fixation was significantly influenced by size (F(12,745) = 98.44, p < 0.001). Saliency (F(12,745) = 3.58) had a statistically significant influence on Time to first fixation only at p < 0.01. Consumers first fixated their gaze on the bigger eco-labels with a higher saliency. There was also a significant interaction among label and size (F(12,745) = 3.58, p < 0.05).