Abstract
In recent years, the number of studies applying eye-tracking to investigate the perception of eco-labels present on products has increased and started generating valuable information for both academics and industry. However, methodological approaches and results are still fragmented, and no attempts have been made to provide an overall understanding of the main findings. The aim of this study is to systematically analyze research concerned with the perception of sustainability labels and how it affects individuals’ choice behavior. The review identified 51 papers reporting commonly applied paradigms as well as visual stimuli investigated via eye-tracking. Results are presented along with their theoretical and practical implications. In addition, we highlight the lack of studies with appropriate ecological validity in the existing literature and suggest further research directions applying mobile eye-tracking when it comes to the investigation of gaze behavior during shopping and decision-making processes.