Eye Tracking-based Analysis of Customer Interest on The Effectiveness of Eco-friendly Product Advertising Content
Amid the escalating environmental crisis that has prompted consumers to adopt eco-friendly lifestyles, the popularity of eco-friendly personal care products is increasing significantly. Nevertheless, marketing these products presents challenges that include inadequate product information, perceived...
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| Format: | Article |
| Language: | English |
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Universitas Andalas
2023-12-01
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| Series: | Jurnal Optimasi Sistem Industri |
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| Online Access: | https://josi.ft.unand.ac.id/index.php/josi/article/view/40 |
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| author | Ghalda Khairunnisa Hasrini Sari |
| author_facet | Ghalda Khairunnisa Hasrini Sari |
| author_sort | Ghalda Khairunnisa |
| collection | DOAJ |
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Amid the escalating environmental crisis that has prompted consumers to adopt eco-friendly lifestyles, the popularity of eco-friendly personal care products is increasing significantly. Nevertheless, marketing these products presents challenges that include inadequate product information, perceived unaffordable prices, and relatively low consumer trust. These challenges present an opportunity for the marketing field to increase consumer interest, particularly through advertising, an important medium for disseminating product information. Recognizing the importance of advertising components in influencing consumer preferences, this study uses eye-tracking to identify critical elements in promoting eco-friendly personal care products. The components examined include information on environmental and personal benefits, the presence or absence of price information, and the presentation of an environmental label (logo and text) in advertising. Each of the 43 participants is confronted with eight carefully crafted advertising stimuli. The results of the study highlight the significant influence of clear benefits and price information on consumer preferences, while indicating that eco-label display does not have a significant impact on consumer preference. This research is intended to serve as a source of actionable marketing strategies and is intended to help promote eco-friendly products and increase consumer interest through targeted and effective advertising.
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| format | Article |
| id | doaj-art-2a52872d253b4b0591de35e6d8c9224c |
| institution | DOAJ |
| issn | 2088-4842 2442-8795 |
| language | English |
| publishDate | 2023-12-01 |
| publisher | Universitas Andalas |
| record_format | Article |
| series | Jurnal Optimasi Sistem Industri |
| spelling | doaj-art-2a52872d253b4b0591de35e6d8c9224c2025-08-20T02:57:07ZengUniversitas AndalasJurnal Optimasi Sistem Industri2088-48422442-87952023-12-0122210.25077/josi.v22.n2.p153-164.2023Eye Tracking-based Analysis of Customer Interest on The Effectiveness of Eco-friendly Product Advertising ContentGhalda Khairunnisa0Hasrini Sari1Institut Teknologi BandungInstitut Teknologi Bandung Amid the escalating environmental crisis that has prompted consumers to adopt eco-friendly lifestyles, the popularity of eco-friendly personal care products is increasing significantly. Nevertheless, marketing these products presents challenges that include inadequate product information, perceived unaffordable prices, and relatively low consumer trust. These challenges present an opportunity for the marketing field to increase consumer interest, particularly through advertising, an important medium for disseminating product information. Recognizing the importance of advertising components in influencing consumer preferences, this study uses eye-tracking to identify critical elements in promoting eco-friendly personal care products. The components examined include information on environmental and personal benefits, the presence or absence of price information, and the presentation of an environmental label (logo and text) in advertising. Each of the 43 participants is confronted with eight carefully crafted advertising stimuli. The results of the study highlight the significant influence of clear benefits and price information on consumer preferences, while indicating that eco-label display does not have a significant impact on consumer preference. This research is intended to serve as a source of actionable marketing strategies and is intended to help promote eco-friendly products and increase consumer interest through targeted and effective advertising. https://josi.ft.unand.ac.id/index.php/josi/article/view/40MarketingAdvertisementIndustrial Engineering |
| spellingShingle | Ghalda Khairunnisa Hasrini Sari Eye Tracking-based Analysis of Customer Interest on The Effectiveness of Eco-friendly Product Advertising Content Jurnal Optimasi Sistem Industri Marketing Advertisement Industrial Engineering |
| title | Eye Tracking-based Analysis of Customer Interest on The Effectiveness of Eco-friendly Product Advertising Content |
| title_full | Eye Tracking-based Analysis of Customer Interest on The Effectiveness of Eco-friendly Product Advertising Content |
| title_fullStr | Eye Tracking-based Analysis of Customer Interest on The Effectiveness of Eco-friendly Product Advertising Content |
| title_full_unstemmed | Eye Tracking-based Analysis of Customer Interest on The Effectiveness of Eco-friendly Product Advertising Content |
| title_short | Eye Tracking-based Analysis of Customer Interest on The Effectiveness of Eco-friendly Product Advertising Content |
| title_sort | eye tracking based analysis of customer interest on the effectiveness of eco friendly product advertising content |
| topic | Marketing Advertisement Industrial Engineering |
| url | https://josi.ft.unand.ac.id/index.php/josi/article/view/40 |
| work_keys_str_mv | AT ghaldakhairunnisa eyetrackingbasedanalysisofcustomerinterestontheeffectivenessofecofriendlyproductadvertisingcontent AT hasrinisari eyetrackingbasedanalysisofcustomerinterestontheeffectivenessofecofriendlyproductadvertisingcontent |