LOOKING AT GREEN MARKETING WITH THE CONSUMER'S EYE: THE EYE-TRACKING STUDY

Melek İnan and Nurcan Yucel
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Melek İnan: FIRAT UNIVERSITY
Nurcan Yucel: FIRAT UNIVERSITY

Ekonomi Maliye Isletme Dergisi, 2020, vol. 3, issue 2, 156-175

Abstract: In this study, using eye tracking analysis method; the awareness effect of beverage visuals for green marketing practices was examined. A total of 30 volunteer participants, 15 female and 15 male, were involved in the study. The effects of the selected green marketing beverage visuals were determined by eye tracking data (e.g., fixations, dwell time, heat map, and gaze plot). In addition, it was examined whether there is a difference in terms of gender in the data of the volunteer participants. According to the results of the research; It has been determined that beverage visuals for determined green marketing practices have an awareness effect. When the results of the difference according to gender are examined; In general, it was determined that male participants focused on visuals more than female participants and examined more images.

Keywords: Green Marketing; Neuromarketing; Eye-Tracking (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:gnx:emid43:2020-3-2-778984

DOI: 10.46737/emid.778984

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