Increasing the energy efficiency (EE) of a household appliance is a step forward to reduce energy consumption. However, it will not be enough if consumers, during the purchase, are not fully aware of the sustainable characteristics of the household appliances and their environmental impact. Eco-labels contain a lot of information sustainable-related and are a powerful tool that is considered by 79% of consumers during purchases but it is unclear whether users really know this important information. However, the large number of different eco-labels on the market may decrease consumer confidence and increase misunderstanding. In our study we explored the eco-label knowledge of 101 respondents, highlighting the most relevant characteristics for them when purchasing a household appliance. Despite relying on eco-label, users are not aware of the sustainable information about electricity and water consumption and that could have a negative impact on the environment and on users’ savings. Results from this preliminary study could be translated into suggestions for the application of Augmented Reality (AR) in the sustainability market. This technology could be used to make energy labeling clearer for the user, showing relevant appliance information and providing the consumer with more eco-friendly options to encourage a more responsible choice of sustainable appliances. It can also be a powerful tool that can change non-ecological behaviors in the daily use of household appliances.