Consumer Reactions to Sustainable Consumption Content – An Eye-Tracking Experiment

Maria Kehayova-Stoycheva – University of Economics – Varna, Marketing Department, Knyaz Boris I Blvd., 77, 9002, Varna, Bulgaria

Yordan Nedev – University of Economics – Varna, Marketing Department, Knyaz Boris I Blvd., 77, 9002, Varna, Bulgaria

Abstract: Within the framework of the project “Sustainable Urban Consump­tion – Regional Differences” a website and Facebook profile have been creat­ed to disseminate the results. However, these platforms alone do not guaran­tee the effective reach of its web audience. The main purpose of this paper is to present the results of an eye-tracking experiment to assess the potential of the tested website to effectively disseminate information regarding sustain­able consumption. The survey is based on data on the movement of the gaze, but in addition, are used data on heart rate and galvanic skin reaction of the respondents. Using eye-tracking techniques and tactile reactions analysis the authors formulate conclusions about web usability and the elements engag­ing the attention of the target web audience.

7th International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2023 – Selected Papers, Hybrid (Faculty of Organization and Informatics Varaždin, University of Zagreb, Croatia), October 26, 2023

ITEMA Selected Papers published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

ITEMA conference partners: Faculty of Economics and Business, University of Maribor, Slovenia; Faculty of Organization and Informatics, University of Zagreb, Varaždin; Faculty of Geography, University of Belgrade, Serbia; Institute of Marketing, Poznan University of Economics and Business, Poland; Faculty of Agriculture, Banat’s University of Agricultural Sciences and Veterinary Medicine ”King Michael I of Romania”, Romania

ITEMA Conference 2023 Selected Papers: ISBN 978-86-80194-76-9, ISSN 2683-5991, DOI: https://doi.org/10.31410/ITEMA.S.P.2023

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission.

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