Neuro-marketing Tools for Assessing the Communication Effectiveness of Life Cycle Based Environmental Labelling—Procedure and Methodology

Lewandowska, Anna; Borusiak, Barbara; Dierks, Christian; Giungato, Pasquale; Jerzyk, Ewa; Kurczewski, P.; Sobierajewicz, Jagna; Suh, Sangwon; Witczak, Joanna

doi:10.1007/978-3-319-66981-6_19

Cited by 7 publications

(8 citation statements)

References 13 publications

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“…Zhang, J. Mi, H. Shen argue that Green Labelling is an important initiative to tackle environmental degradation and encourages more countries and regions to embark on a sustainable development path to protect the environment (Zhang et al, 2019)". At the same time, as noted by A. Lewandowska et al, "information on the environmental performance of products or organizations plays an increasingly important role in consumer decisions" (Lewandowska et al, 2018).…”

Section: Materials and Methods/literature Reviewmentioning

confidence: 97%

Sustainable consumption among children and adolescents

Kaźmierczak-Piwko

Kułyk

Dybikowska

et al. 2022

Production Engineering Archives

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Young consumers (children and adolescents) play an increasingly important role in the functioning of the modern consumer market. Accordingly, it is becoming more important to promote sustainable, ecological consumption patterns among this group. The authors of the article analysed the results of a survey conducted on a group of 1326 children aged 9 to 15. The purpose was to diagnose the awareness and functioning patterns of consumption among the studied group of young consumers from the Polish market and to formulate a set of recommendations for the process of their ecological, economic and social education aimed at building sustainable consumption patterns. During the research process, an attempt was made to diagnose the ability to identify eleven selected, popular, pro-ecological graphic symbols placed on consumer products, aimed at assessing the skills of young consumers to identify products with better environmental parameters. The collected empirical data was analysed with the R-project program using the following methods: descriptive statistics, nonparametric Kruskal-Wallis test and Pearson Chi-square test of independence. As a result of the use of the comparative analysis method, the results of research in individual age groups of young consumers were compared and interpreted. After the research, the authors concluded that the education system lacks actions to consolidate the acquired knowledge in the field of ecolabeling, which results in large disproportions in the recognition of eco-labels both in individual age groups and in relation to selected symbols. It is disturbing that only 12.2% of the interviewed learners indicated the eco-label as a decisive factor in purchasing a food product. The authors of the article believe that among the group of young consumers, actions should be taken to raise awareness of sustainable consumption, and this requires consistent and differentiated steps at all levels of their education.

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Section: Materials and Methods/literature Reviewmentioning

confidence: 97%

Sustainable consumption among children and adolescents

Kaźmierczak-Piwko

Kułyk

Dybikowska

et al. 2022

Production Engineering Archives

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“…Guyader et al [14] set up a supermarket mock-up and asked participants to choose variants of four categories of food products; the results showed that people's attention was directed to specific features, e.g., labels, when they were specifically asked to value products' sustainability in their choice. A lab simulation of a shopping environment was also proposed in the methodological proposal developed by Lewandowska et al [15] to study the effectiveness of different eco-labels. With different objectives, while still using a mock-up of a retail shop, Guyader et al [16] studied green consumer choices, revealing that people who were primed with in-store information about more sustainable products gazed at them with higher intensity.…”

Section: Approaches and Challengesmentioning

confidence: 99%

A Framework to Evaluate Areas of Interest for Sustainable Products and Designs

et al. 2022

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Experience and evaluation research on sustainable products’ design is increasingly supported by eye-tracking tools. In particular, many studies have investigated the effect of gazing at or fixating on Areas of Interest on products’ evaluations, and in a number of cases, they have inferred the critical graphical elements leading to the preference of sustainable products. This paper is motivated by the lack of generalizability of the results of these studies, which have predominantly targeted specific products and Areas of Interest. In addition, it has also been overlooked that the observation of some Areas of Interest, despite not specifically targeting sustainable aspects, can lead consumers to prefer or appreciate sustainable products in any case. Furthermore, it has to be noted that sustainable products can be recognized based on their design (shape, material, lack of waste generated) and/or, more diffusedly, information clearly delivered on packaging and in advertising. With reference to the latter, this paper collected and classified Areas of Interest dealt with in past studies, markedly in eco-design and green consumption, and characterized by their potential generalizability. Specifically, the identified classes of Areas of Interest are not peculiar to specific products or economic sectors. These classes were further distinguished into “Content”, i.e., the quality aspect they intend to highlight, and “Form”, i.e., the graphical element used as a form of communication. This framework of Areas of Interest is the major contribution of the paper. Such a framework is needed to study regularities across multiple product categories in terms of how the observation of Areas of Interest leads to product appreciation and value perception. In addition, the potential significant differences between sustainable and commonplace products can be better investigated.

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“…Using of above tools and techniques of neuromarketing can contribute to launch a new product successfully, design the store ambience, effective practice of integrated marketing communication, and anticipate demand and marketing return on investment through suitable prediction of customer preferences and choices. Vivian Roth (2013) has exposed some influences of neuromarketing on consumer purchase decision and choice (Koc and Boz, 2018)., advertising and promotion (Daugherty et al, 2018), pricing and choice on discounted items (Alvino, L. et al, 20018) , distribution and channelling (Lewandowska, A et al, 2018), branding (Singh and Jain, 2018)., new product innovation and product design (Suomala, 2018). Rafiq and Masum (2006) have highlighted the prospects of neuromarketing as closing the sales and marketing gap, building brand images, new product development, marketing communication and risk-taking behaviour.…”

Section: Figure 1 -Neuromarketing Interfacementioning

confidence: 99%

Challenges and prospects of neuromarketing: Bangladesh perspective

Gani¹,

Alam²,

Alom³

et al. 2018

MMI

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CHALLENGES AND PROSPECTS OF NEUROMARKETING: BANGLADESH PERSPECTIVEFor improving marketing effectiveness, the producers and entrepreneurs today want to understand how human psychology and emotions influencing on decision making. In this instance, the concept of neuromarketing offers a chance to get accurate, factual data about the buying habits of target markets. This study has been intended to explore the challenges, prospects, limitation and potentiality of practising neuromarketing in the context of Bangladesh as a cutting-edge marketing issue with the purpose of providing corresponding recommendations. The status and future prediction of neuromarketing have been exposed through qualitative and quantitative analysis. The finding of the study has been supported by collecting data from 55 customers and 65 marketers as the respondents.The key findings of this study are quite impressive and prospective regarding the level of awareness, interest, acknowledgement and conviction towards practising neuromarketing in the context in Bangladesh. The contribution of this study can be breakthrough and pave the way for neuromarketing in Bangladesh. The findings of this study will be helpful for the marketing policy makers and govt agencies to introduce this new method of marketing tools in Bangladesh. Finally, some policy guidelines were provided based on findings and analysis. In that way, marketers have to promote initiatives to familiarize the devices of the neuromarketing, have to engage the educated customers to share their experiences while designing the marketing strategies and plans. The important conclusion that the education is one of the most important factors affecting the adoption of the neuromarketing practice. On the other hand, marketers should take initiatives to overcome some misconceptions regarding the harmful for the brain activity devices of the neurology.

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Neuro-marketing Tools for Assessing the Communication Effectiveness of Life Cycle Based Environmental Labelling—Procedure and Methodology

Cited by 7 publications

References 13 publications

Sustainable consumption among children and adolescents

Sustainable consumption among children and adolescents

A Framework to Evaluate Areas of Interest for Sustainable Products and Designs

Challenges and prospects of neuromarketing: Bangladesh perspective

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