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A mind map of factors influencing the choice of eco-friendly and Sustainable products: insights from neuromarketing
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Orientador(es)
Resumo(s)
Neuromarketing evaluates human expressions to understand people's behavior, and marketing can exploit the main factors associated with each behavior to help individuals make more conscious and environmentally friendly decisions. The decision making process is complex, but through emotional responses to experiences (products or advertisements), communication can be more assertive if it considers consumer perception. Attractive ecofriendly packaging and messaging, innovative design, and consumer-centred marketing strategies can influence the decision to purchase eco-friendly and sustainable products,
especially when they take into account the level of awareness of perceived value among consumers and buyers. Despite considerations (rational, emotional, and associated risks), can people see the same product differently? To answer this question, the objective of this research was defined: to develop a comprehensive understanding of the factors that influence consumer decision-making. On November 27, 2025, this research conducted a literature review in the Web of Science Core Collection, searching for articles related to Neuromarketing to understand consumer decision-making processes, which can be applied to an eco-friendly and sustainable products campaign. The results structured the factors into five dimensions, and a mind map emerges from it.
Descrição
Palavras-chave
Consumer behaviour Neuromarketing Sustainability Circular economy Social marketing
Contexto Educativo
Citação
Martins, Oliva M.D., Silva, Natacha Jesus, Menshikova, Maria, Dumančić, Kosjenka (2026). A mind map of factors influencing the choice of eco-friendly and Sustainable products: insights from neuromarketing. In Consumer rights in the age of the circular economy: towards sustainable and fair production and consumption practices. Universitas. COST Action CA22124 (Eco4All).