NEUROMARKETING AND SUSTAINABLE CONSUMER BEHAVIORS

Advertising plays a crucial role in shaping consumer behavior, influencing their perceptions, attitudes, and purchase decisions. Sustainable marketing has emerged as a new promotional strategy, focusing on social and environmental resources. However, businesses have been slow in implementing neuroscience in sustainable product advertisement. Neuromarketing, which applies neuropsychology to market research, can be used as a cognitive engineering tool to promote sustainable behaviors. In this review paper, we examine the effects of advertising on consumer behavior and the potential of neuromarketing to promote sustainable behaviors. We conclude that sustainable advertisements should be created in a way that captures the attention of the audience, inspires them to want the product, and motivates them to act on it. Further research is needed to understand how neuromarketing can be used to shape and develop deeper awareness toward more sustainable consumption.