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Growing consumer awareness about the environmental impact of their food purchase decisions means having to create labels that better communicate sustainability aspects. The aim of this study is to explore consumers’ responses to “sustainable irrigation” (SI)-labeled wine. To this end, the effect of two label factors, SI claims (no SI info, logo, and text), and their position (front- vs. back-labels) on consumer choice, reasons for choice, perceived sustainability, and willingness-to-pay is determined. Moreover, we determine, for the first time, for SI claims, the relationship between consumer choice and paid attention. Our results reveal that almost 90% of the 408 consumers participating in this study show an interest in the SI-labeled wines. The main reason for choosing the SI-labeled wines rather than the control (no SI info-label) was the following: ‘I think it’s more environmentally friendly’, with an increase of two points on a nine-point sustainability perception scale. Consumers prefer the logo-label to the text-label, mainly because they find it more attractive, and a close relationship between paid attention and product choice probability is determined. The vast majority of consumers are willing to pay an extra cost of 15% or more for SI-labeled wine vs. the control. These results have relevant implications for the industry because they show that the SI logo is a useful way to draw consumers’ attention to the sustainability of irrigation practices and positively affect their choice. Our findings indicate that this way of differentiating the product in the market can contribute to compensating the economic cost of implanting SI practices.

Consumers’ Visual Attention and Choice of ‘Sustainable Irrigation’-Labeled Wine: Logo vs. Text