diff --git a/modules/cart/commerce_cart.module b/modules/cart/commerce_cart.module
index 6e2bb91..f924685 100644
--- a/modules/cart/commerce_cart.module
+++ b/modules/cart/commerce_cart.module
@@ -386,6 +386,22 @@ function commerce_cart_form_field_ui_field_edit_form_alter(&$form, &$form_state)
       ),
     );
 
+    $attribute_label = $commerce_cart_settings['attribute_label'];
+    // Use the instance label as the default attribute label.
+    if (empty($attribute_label)) {
+      $attribute_label = $instance['label'];
+    }
+    $form['instance']['commerce_cart_settings']['attribute_label'] = array(
+      '#type' => 'textfield',
+      '#title' => t('Attribute label'),
+      '#default_value' => $attribute_label,
+      '#states' => array(
+        'visible' => array(
+          ':input[name="instance[commerce_cart_settings][attribute_field]"]' => array('checked' => TRUE),
+        ),
+      ),
+    );
+
     $form['field']['cardinality']['#description'] .= '<br />' . t('Must be 1 for this field to function as an attribute selection field on Add to Cart forms.');
   }
 
@@ -1352,6 +1368,8 @@ function commerce_cart_field_attribute_eligible($field) {
  *   - attribute_field: boolean indicating whether or not the instance should
  *     be used as a product attribute field on the Add to Cart form; defaults
  *     to FALSE
+ *   - attribute_label: string used as the label of the field instance on the
+ *     Add to Cart form.
  *   - attribute_widget: string indicating the type of form element to use on
  *     the Add to Cart form for customers to select the attribute option;
  *     defaults to 'select', may also be 'radios'
@@ -1368,6 +1386,7 @@ function commerce_cart_field_instance_attribute_settings($instance) {
   // product attribute fields.
   $commerce_cart_settings += array(
     'attribute_field' => FALSE,
+    'attribute_label' => '',
     'attribute_widget' => 'select',
   );
 
@@ -1744,11 +1763,6 @@ function commerce_cart_add_to_cart_form($form, &$form_state, $line_item, $show_q
                 $allowed_values = $translate($field);
                 _options_prepare_options($allowed_values, $properties);
               }
-
-              // Translate the field title if set.
-              if (!empty($instance['label'])) {
-                $instance['label'] = i18n_field_translate_property($instance, 'label');
-              }
             }
 
             // Otherwise just use the base language values.
@@ -1817,7 +1831,7 @@ function commerce_cart_add_to_cart_form($form, &$form_state, $line_item, $show_q
           else {
             $form['attributes'][$field_name] = array(
               '#type' => $data['commerce_cart_settings']['attribute_widget'],
-              '#title' => check_plain($data['instance']['label']),
+              '#title' => commerce_cart_attribute_widget_title($data['instance']),
               '#options' => array_intersect_key($data['options'], drupal_map_assoc($used_options[$field_name])),
               '#default_value' => $default_product_wrapper->{$field_name}->raw(),
               '#weight' => $data['instance']['widget']['weight'],
@@ -2436,3 +2450,43 @@ function commerce_cart_preprocess_views_view(&$vars) {
     }
   }
 }
+
+/**
+ * Implements hook_i18n_string_list_TEXTGROUP_alter().
+ */
+function commerce_cart_i18n_string_list_field_alter(&$strings, $type = NULL, $object = NULL) {
+  if (!isset($strings['field']) || !is_array($object) || !commerce_cart_field_instance_is_attribute($object)) {
+    return;
+  }
+  if (!empty($object['commerce_cart_settings']['attribute_label'])) {
+    $strings['field'][$object['field_name']][$object['bundle']]['attribute_label'] = array(
+      'string' => $object['commerce_cart_settings']['attribute_label'],
+      'title' => t('Attribute label'),
+    );
+  }
+}
+
+/**
+ * Helper function used to determine the attribute label displayed on the Add
+ * to Cart form.
+ *
+ * @param $instance
+ *   The field instance.
+ *
+ * @return
+ *   A sanitized string to use as the attribute title.
+ */
+function commerce_cart_attribute_widget_title($instance) {
+  $translated_instance = commerce_i18n_object('field_instance', $instance);
+  $title = $translated_instance['label'];
+  $commerce_cart_settings = commerce_cart_field_instance_attribute_settings($instance);
+  // Use the customized attribute label, if it exists.
+  if (!empty($commerce_cart_settings['attribute_label'])) {
+    $title = $commerce_cart_settings['attribute_label'];
+    // Use the translated customized attribute label, if it exists.
+    if (!empty($translated_instance['attribute_label'])) {
+      $title = $translated_instance['attribute_label'];
+    }
+  }
+  return check_plain($title);
+}