When tradition meets modern labeling: Visual attention and consumer choice for Parmigiano Reggiano PDO under different front-of-pack nutrition-and eco-labels

International organizations seek practical ways to encourage consumers to adopt healthy and sustainable diets. Visible information on the nutritional and sustainable impact of food through front-of-pack (FOP) labels could be a promising tool. In this scenario, the present study examined how nutritional and environmental labels influence consumer preferences for traditional foods with geographical indications. A lab experiment combining eyetracking and a discrete choice experiment was conducted among 127 Italian consumers using Parmigiano Reggiano PDO cheese. Product alternatives varied by nutritional labels - Nutri-Score D (NS-D) vs. NutrInform (NI) - sustainable labels - Eco-Score C (ES-C) vs. Eco-Score D (ES-D), and price levels. Results showed that all attributes significantly influenced choice, with the ES-C and NI generating positive utilities and higher price premiums, while NS-D and ES-D led to negative utilities requiring price discounts. Eyetracking data suggested that visual attention plays a role in explaining food choices. Specifically, results confirmed that overall visual attention to a product alternative increased its likelihood of being chosen, and that increased attention to price led consumers to make more considered tradeoffs between price and other product attributes. An opposite trend was found for the ES-C, possibly indicating that increased scrutiny led consumers to question the possibility of having higher ESs for the PDO product. Overall, this research highlights the relevance of visual attention and FOP labels in shaping food choices. These results provide evidence-based insights for harmonized FOP labelling policy development, highlighting the need for context-specific communication strategies that balance public health objectives and sustainable environment with the economic viability of traditional and origin-focused foods.