Tüketici Perspektifinden Sürdürülebilirlik Temalı Finansal İletişim: Yatırım Niyeti Üzerine Eye Tracking Temelli Bir Araştırma

Öz

Bu çalışma, sürdürülebilirlik temalı finansal iletişimin bireysel yatırımcıların yatırım niyeti üzerindeki etkilerini değerlendirmek amacıyla gerçekleştirilmiştir. Nöropazarlama yöntemlerinden eye tracking ve facial coding tekniklerinin kullanıldığı bu deneysel araştırmada, sürdürülebilir yatırım fonlarına ilişkin hazırlanan reklam filmi izleyicilere sunulmuş ve katılımcıların dikkat dağılımları, duygusal tepkileri ve yatırım niyetleri ölçülmüştür. Bulgular, katılımcıların genel olarak yüksek dikkat düzeyi sergilediklerini, ancak bunun doğrudan yatırım niyetine yansımadığını ortaya koymuştur. Yatırım niyetini anlamlı şekilde etkileyen faktörler arasında sürdürülebilir finans bilgisi, çevresel duyarlılık ve olumlu tutumlar öne çıkmıştır. Facial coding verileri ise reklamın duygusal etkisinin sınırlı kaldığını ve katılımcıların çoğunlukla nötr ifadeler sergilediğini göstermiştir. Bu çalışma, sürdürülebilir finansal iletişimin etkilerini yalnızca öznel beyanlarla değil, bilinçdışı düzeydeki dikkat ve duygu verileriyle de analiz etmesi bakımından literatüre metodolojik katkı sunmaktadır. Bulgular, sürdürülebilirlik temalı finansal reklamların yalnızca görsel açıdan dikkat çekici unsurlarla sınırlı kalmaması; bilgilendirici içerik ve duygusal bağ kurabilecek anlatı ögeleriyle desteklenmesi gerektiğini göstermektedir. Ayrıca, nöropazarlama tekniklerinin etkili finansal iletişim tasarımı için stratejik bir araç olabileceği önerilmektedir.

Anahtar Kelimeler

• Sürdürülebilir Finans
• Yatırımcı Davranışı
• Eye Tracking
• Nöropazarlama
• Finansal İletişim

Etik Beyan

Bu çalışma için Afyon Kocatepe Üniversitesi Sosyal ve Beşeri Bilimleri Bilimsel Araştırma ve Yayın Etiği Kurulu'nun 18.06.2025 tarihli 2025/252 numaralı onayı alınmıştır.

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

Öz

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.

Anahtar Kelimeler

• Sustainable Finance
• Investor Behaviour
• Eye Tracking
• Neuromarketing
• Financial Communication

Etik Beyan

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.

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