Areas of Interest (AOI) on marketing mix elements of green and non-green products in customer decision making

Technological advancements in eye-tracking have enabled the development of interactive experimental setups for studying consumer behaviour. A common method examining gaze data is Area Interest (AOI). Therefore, this study fully utilised tools to measure participants' allocation visual attention marketing mix elements green and non-green products. This because product, price, place, promotion are still most crucial factors that customers consider when purchasing. The primary objective discover understand function directly influences customer decision-making from a neuromarketing perspective. Their eye movements were simultaneously registered using SMI Eye Tracking Glasses 2 Wireless, locations participants measured AOI. findings significant impact on importance decision-making, particularly choosing important before purchasing