Neuromarketing as an Environmental Awareness Tool

Abstract

One of the greatest concerns of the last century is that human activities can extinguish the living conditions on the planet. In order for the technological and business advancement to be rational and environmentally sustainable in all areas of human knowledge, changes in paradigms must be made. To understand where these habits/paradigms originate from, how they are established, and how they can be altered, the field of neuroscience may be an excellent ally. Neuromarketing is a branch of neuroscience research still under development, using technologies already applied in neuroscience to product marketing. Therefore, the present study aims to conceptualize neuromarketing as a possible tool for sustainable consumption. In summary, this chapter presents a critical review of the main studies conducted by researchers in the last decade related to the theme of sustainable consumption associated with neuromarketing. The present findings may help to identify priority areas related to conscious consumption and neuromarketing.

Neuroscience for Understanding and Developing Sustainability: Neurosustainability

“…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.…”