Decision to Adopt Neuromarketing Techniques for Sustainable Product Marketing: A Fuzzy Decision-Making Approach

Nilashi, Mehrbakhsh; Yadegaridehkordi, Elaheh; Samad, Sarminah; Mardani, Abbas; Ahani, Ali; Aljojo, Nahla; Razali, Nor Shahidayah; Tajuddin, Taniza

doi:10.3390/sym12020305

Cited by 19 publications

(17 citation statements)

References 98 publications

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“…In fact, the social networking websites of green packaging initiatives are becoming important issues in the business world [129]. Furthermore, neuromarketing techniques [130] can be applied in sustainable product marketing [131].…”

Section: Marketing Strategies and Corporate Social Responsibilitymentioning

confidence: 99%

Green Packaging from Consumer and Business Perspectives

et al. 2021

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Sustainable development is a global objective that aims to address the societal challenge of climate action, the environment, resource efficiency, and raw materials. In this sense, an important strategy is the promotion of green packaging, that is, the use of sustainable materials and designs for the packaging of goods. In recent years, many research works have been published in the specialised area covering the different perspectives and dimensions of green packaging. However, to our knowledge, no previous investigations have analysed the research activity on green packaging from business and consumer perspectives. The present study intends to fill this gap by analysing all of the publications found in the Scopus database with the help of visual analytic tools, including word clouds and Gephi network visualization software. More specifically, our study analyses the impact of green packaging from business and consumer viewpoints, including some specific issues such as the design and materials used in green packaging, green packaging costs, marketing strategies and corporate social responsibility related to green packaging, and the impact of green packaging in waste management, the circular economy, logistics, and supply chain management. The results obtained reveal the growing interest of scholars and researchers in all of these dimensions, as is made patently clear by the increasing number of journal publications in recent years. The practical implications of this study are significant, given the growing awareness among companies and consumers about the importance of the promotion of sustainable development through green packaging alternatives. More specifically, the results of this research could be very useful for all of those agents who are interested in learning about the main lines of research being developed in the field of green packaging.

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Section: Marketing Strategies and Corporate Social Responsibilitymentioning

confidence: 99%

Green Packaging from Consumer and Business Perspectives

et al. 2021

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“…But most studies indicates the effects of sustainability oriented marketing (includes green advertisements) to purchase and perception of green products; named as "consumer neuroscience" or "neuromarketing" (De Oliveira, 2014;Walla, et al, 2014;Oliveira, et al, 2014;Vezich, et al, 2017;Pozharliev, et al, 2017;Magdalena, 2019;Balconi, et al, 2019;Constantinescu, et al, 2019;Romanelli & Ionescu, 2019;Folwarczny, et al, 2019;Zhao, 2019;Sánchez-Fernández & Casado-Aranda, 2020;Pagan, et al, 2020;Varlese, et al, 2020;Nilashi, et al, 2020;Quevedo, et al, 2020;Anuar, et al, 2021). These studies are trying to understand the customer behavior for sustainability and green marketing.…”

Section: Neuroscience Of Sustainability: Neurosustainabilitymentioning

confidence: 99%

Neuroscience for Understanding and Developing Sustainability: Neurosustainability

Özer

2021

Journal of Business Innovation and Governance

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Sustainability is a complex and innovative concept that inherently requires the new ways of thinking constantly for basic biological decision-making processes such as adaptation and collaboration. Neuroscience is a scientific field that investigates the functions and responses of nervous systems and the brain, which are becoming more and more widely used with technological innovations in brain imaging. As an interdisciplinary field neuroscience is especially along with health, engineering, social sciences and art, has led to the emergence of new fields such as neuropsychology, neuroeconomics, neurosociology, neuroinformatics, neuropolitics, neuromarketing, etc. Although a vast majority of neural connections are operated for the continuity of an organism or an organization, unfortunately there have been no extensive studies in sustainability literature that use neuroscience findings, techniques, and approaches. In this context, this study fills this gap with the concept of neurosustainability as a new interdisciplinary field that demonstrates its relationship with neuroscience in the field of sustainability and reveal strategic elements and implications for future research.

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“…In context to this, there has been the increasing impetus of neuromarketing techniques in place to understand and evaluate marketing problems and develop insights into consumer's behavioral motives (Lee et al , 2018). This is also evident from growing interest and increasing focus in the marketing research literature, especially studies looking at explaining the concept and application of neuroscience and its relationship to neuromarketing and consumer behavior (Nilashi et al , 2020; Lee et al , 2018; Spence, 2019).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

“…The results showed that the different genders showed varying levels of visual attention throughout the car commercial, and in general, men appreciated the commercial more than women did. Nilashi et al (2020) assert that neuromarketing is considered to be an innovative practice to inform conventional marketing using neuroscience, by examining the impact of various stimuli that may link to specific consumer preferences or purchase intentions. The method of neuromarketing is intended to support product diversification and development, and relative advertisement, by establishing more about the mind of consumers using innovations in neuroscience.…”

Section: Introductionmentioning

confidence: 99%

“…Besides, some advertised products are directly associated with the female or male gender connotations because of a gender-specific characteristic or greater use by a specific gender (Gainer, 1993). Hence, examining the mental procedures affecting customer's choices may prove beneficial to further understand purchase intentions, specifically establishing differences amongst genders and impulsive reactions to promotional motives (Nilashi et al , 2020).…”

Section: Introductionmentioning

confidence: 99%

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Gender differences: visual attention and attitude toward advertisements

Boscolo

Oliveira

Maheshwari

et al. 2020

MIP

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PurposeThis study examines the differences between genders in visual attention and attitudes toward different types of advertisements.Design/methodology/approachAn experimental design using a structured questionnaire and six print advertisements with a male, female and neutral focus was used to evaluate gender differences. In total, 180 students from a public university in Brazil participated in the study. An eye-tracking device was employed, using the Tobii Studio software, to get the visual attention metrics for this study.FindingsIn the case of the female advertisements, no significant difference between visual attention and attitude was found; however, differences were found in the case of male visual attention to the image and their relative attitudes toward the advertisements.Research limitations/implicationsBecause it is a laboratory experiment using quota sampling, mainly Latin consumers, the potential for broader generalization may be limited. Besides, since they are real image advertisement images, there may be some interference in the respondents' responses from previous interactions with the brand or product exposed or even from a prior observation of this advertisement.Originality/valueThis study provides deeper insight into Latin consumers' preferences and associations, who have a different cultural and national context. This study contributes to the use of the eye-tracking tool as a neuromarketing technique to evaluate and analyze visual attention.

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Decision to Adopt Neuromarketing Techniques for Sustainable Product Marketing: A Fuzzy Decision-Making Approach

Cited by 19 publications

References 98 publications

Green Packaging from Consumer and Business Perspectives

Green Packaging from Consumer and Business Perspectives

Neuroscience for Understanding and Developing Sustainability: Neurosustainability

Gender differences: visual attention and attitude toward advertisements

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