Consumer Perception and Urban Environmental Impacts of Outdoor Advertising Signage in Dhaka: A Case Study of Farmgate

Abstract

This study evaluates governance effectiveness, consumer perception, signage distribution, and urban environmental impacts in the hyper-dense transit node of Farmgate in Dhaka, Bangladesh. Using a mixed-methods approach, data were gathered via a household survey (n = 120), spatial GIS tracking of 1,436 signage units, and six Key Informant Interviews (KIIs). The empirical findings reveal severe visual pollution (82%), widespread traffic hazards (61%), and high civic dissatisfaction with enforcement frameworks (76%), with 91% of respondents favoring stricter regulatory controls. High-density signage at primary intersections aggravates visual-spatial conflicts. Overlapping institutional mandates, low public awareness, and structural enforcement deficits impede code compliance. To balance commercial goals with urban livability, this study proposes an integrated framework incorporating spatial digital zoning, micro-design criteria, LED luminosity caps, and citizen-led GIS-based asset monitoring.

Keywords

• Outdoor advertising
• visual pollution
• urban aesthetics
• consumer perception
• signage regulation

How to cite

Mohammad Yousuf Iqubal Chowdhury (2026). Consumer Perception and Urban Environmental Impacts of Outdoor Advertising Signage in Dhaka: A Case Study of Farmgate. Sonargaon University Journal, 6(I), 105–122.

@article{chowdhury202610,
  title   = {Consumer Perception and Urban Environmental Impacts of Outdoor Advertising Signage in Dhaka: A Case Study of Farmgate},
  author  = {Mohammad Yousuf Iqubal Chowdhury},
  journal = {Sonargaon University Journal},
  volume  = {6},
  number  = {I},
  pages   = {105--122},
  year    = {2026},
  issn    = {2518-3125},
  url     = {https://su.edu.bd/journal/volume-6-issue-1/consumer-perception-and-urban-environmental-impacts-of-outdoor-advertising}
}