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

Author(s): Maria Kehayova-Stoycheva, Yordan Nedev
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Eye-tracking; Eye-tracking technique; Web usability; Tactile reactions; Web audience; Sustainable consumption
Summary/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.

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