Examining visuals for green marketing practices by eye-tracking

The widespread awareness of environmental protection throughout the world has caused environmental standards in international quality standards and various non-governmental organizations on the environment. Increasing environmental awareness has also been important for businesses and consumers, has changed the production strategies of businesses and is reflected in their marketing activities. All these developments have revealed new concepts such as environmentally friendly business, green business, green consumer, green advertisement, green product, green marketing. Green marketing; It is defined as an enterprise's effort to design, promote, price and distribute products in a way to promote environmental protection. Another concept emerging in the field of marketing today is neuromarketing. But neuromarketing; It is the application of neuroscientific methods to analyze and understand human behavior in relation to markets and marketing changes. Neuromarketing is the creation of more effective advertising and marketing strategies thanks to the data obtained by determining what the consumers are affected by conscious or subconscious levels through neuroimaging techniques and applying this to the marketing method. In this study, which uses Eye-Tracking analysis method by considering green marketing and neuromarketing; The awareness effect of beverage images for green marketing practices was tried to be determined. The effect levels, focal points and focusing times of the determined green marketing beverage visuals were determined by heat map and gaze plot data. In addition, it is determined whether there is a gender difference in the heat map data of volunteer participants. When graduate theses in the field of green marketing are examined; An experimental study with Eye-Tracking has not been identified. In addition, it is seen that there are a limited number of studies in the literature. For this reason, it is thought that this study will contribute to the literature.