Research Article

SUSTAİNABİLİTY THEMED FİNANCİAL COMMUNİCATİON FROM A CONSUMER PERSPECTİVE: AN EYE TRACKİNG BASED RESEARCH ON INVESTMENT INTENTİON

Volume: 27 Number: 1 July 2, 2026
TR EN

SUSTAİNABİLİTY THEMED FİNANCİAL COMMUNİCATİON FROM A CONSUMER PERSPECTİVE: AN EYE TRACKİNG BASED RESEARCH ON INVESTMENT INTENTİON

Abstract

This study was conducted to evaluate the effects of sustainability-themed financial communication on individual investors' investment intentions. In this experimental study, which utilised eye tracking and facial coding techniques from neuromarketing methods, a promotional video about sustainable investment funds was presented to viewers, and participants' attention distribution, emotional responses, and investment intentions were measured. The findings revealed that participants generally exhibited a high level of attention, but this did not directly translate into investment intentions. Factors that significantly influenced investment intentions included knowledge of sustainable finance, environmental awareness, and positive attitudes. Facial coding data showed that the emotional impact of the advertisement was limited and that participants mostly displayed neutral expressions. This study contributes to the literature by analysing the effects of sustainable financial communication not only through subjective statements but also through unconscious-level attention and emotion data. The findings suggest that sustainability-themed financial advertisements should not be limited to visually appealing elements but should also be supported by informative content and narrative elements that can establish an emotional connection. Additionally, it is suggested that neuromarketing techniques could serve as a strategic tool for effective financial communication design.

Keywords

Ethical Statement

The approval of the Afyon Kocatepe University Social and Humanities Sciences Scientific Research and Publication Ethical Committee no 2025/252 dated 18.06.2025 was obtained for this study.

References

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Details

Primary Language

English

Subjects

Finance

Journal Section

Research Article

Publication Date

July 2, 2026

Submission Date

February 4, 2026

Acceptance Date

April 3, 2026

Published in Issue

Year 2026 Volume: 27 Number: 1

APA
Uyar, A., & Kotan, M. (2026). SUSTAİNABİLİTY THEMED FİNANCİAL COMMUNİCATİON FROM A CONSUMER PERSPECTİVE: AN EYE TRACKİNG BASED RESEARCH ON INVESTMENT INTENTİON. Doğuş Üniversitesi Dergisi, 27(1), 1310-1331. https://doi.org/10.31671/doujournal.1882115
AMA
1.Uyar A, Kotan M. SUSTAİNABİLİTY THEMED FİNANCİAL COMMUNİCATİON FROM A CONSUMER PERSPECTİVE: AN EYE TRACKİNG BASED RESEARCH ON INVESTMENT INTENTİON. Doğuş Üniversitesi Dergisi. 2026;27(1):1310-1331. doi:10.31671/doujournal.1882115
Chicago
Uyar, Ahmet, and Muhammet Kotan. 2026. “SUSTAİNABİLİTY THEMED FİNANCİAL COMMUNİCATİON FROM A CONSUMER PERSPECTİVE: AN EYE TRACKİNG BASED RESEARCH ON INVESTMENT INTENTİON”. Doğuş Üniversitesi Dergisi 27 (1): 1310-31. https://doi.org/10.31671/doujournal.1882115.
EndNote
Uyar A, Kotan M (July 1, 2026) SUSTAİNABİLİTY THEMED FİNANCİAL COMMUNİCATİON FROM A CONSUMER PERSPECTİVE: AN EYE TRACKİNG BASED RESEARCH ON INVESTMENT INTENTİON. Doğuş Üniversitesi Dergisi 27 1 1310–1331.
IEEE
[1]A. Uyar and M. Kotan, “SUSTAİNABİLİTY THEMED FİNANCİAL COMMUNİCATİON FROM A CONSUMER PERSPECTİVE: AN EYE TRACKİNG BASED RESEARCH ON INVESTMENT INTENTİON”, Doğuş Üniversitesi Dergisi, vol. 27, no. 1, pp. 1310–1331, July 2026, doi: 10.31671/doujournal.1882115.
ISNAD
Uyar, Ahmet - Kotan, Muhammet. “SUSTAİNABİLİTY THEMED FİNANCİAL COMMUNİCATİON FROM A CONSUMER PERSPECTİVE: AN EYE TRACKİNG BASED RESEARCH ON INVESTMENT INTENTİON”. Doğuş Üniversitesi Dergisi 27/1 (July 1, 2026): 1310-1331. https://doi.org/10.31671/doujournal.1882115.
JAMA
1.Uyar A, Kotan M. SUSTAİNABİLİTY THEMED FİNANCİAL COMMUNİCATİON FROM A CONSUMER PERSPECTİVE: AN EYE TRACKİNG BASED RESEARCH ON INVESTMENT INTENTİON. Doğuş Üniversitesi Dergisi. 2026;27:1310–1331.
MLA
Uyar, Ahmet, and Muhammet Kotan. “SUSTAİNABİLİTY THEMED FİNANCİAL COMMUNİCATİON FROM A CONSUMER PERSPECTİVE: AN EYE TRACKİNG BASED RESEARCH ON INVESTMENT INTENTİON”. Doğuş Üniversitesi Dergisi, vol. 27, no. 1, July 2026, pp. 1310-31, doi:10.31671/doujournal.1882115.
Vancouver
1.Ahmet Uyar, Muhammet Kotan. SUSTAİNABİLİTY THEMED FİNANCİAL COMMUNİCATİON FROM A CONSUMER PERSPECTİVE: AN EYE TRACKİNG BASED RESEARCH ON INVESTMENT INTENTİON. Doğuş Üniversitesi Dergisi. 2026 Jul. 1;27(1):1310-31. doi:10.31671/doujournal.1882115