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Neuromarketing as an Environmental Awareness Tool: The Sustainable Consumption

Neuromarketing as an Environmental Awareness Tool: The Sustainable Consumption

Alexandre Silva de Quevedo, Daniela Müller Quevedo, Paola Schmitt Figueiró, Elissa Kerli Fernandes
Copyright: © 2020 |Pages: 23
ISBN13: 9781799831150|ISBN10: 1799831159|ISBN13 Softcover: 9781799831167|EISBN13: 9781799831174
DOI: 10.4018/978-1-7998-3115-0.ch022
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MLA

de Quevedo, Alexandre Silva, et al. "Neuromarketing as an Environmental Awareness Tool: The Sustainable Consumption." Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior, edited by Valentina Chkoniya, et al., IGI Global, 2020, pp. 404-426. https://doi.org/10.4018/978-1-7998-3115-0.ch022

APA

de Quevedo, A. S., Quevedo, D. M., Figueiró, P. S., & Fernandes, E. K. (2020). Neuromarketing as an Environmental Awareness Tool: The Sustainable Consumption. In V. Chkoniya, A. Madsen, & P. Bukhrashvili (Eds.), Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior (pp. 404-426). IGI Global. https://doi.org/10.4018/978-1-7998-3115-0.ch022

Chicago

de Quevedo, Alexandre Silva, et al. "Neuromarketing as an Environmental Awareness Tool: The Sustainable Consumption." In Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior, edited by Valentina Chkoniya, Ana Oliveira Madsen, and Paata Bukhrashvili, 404-426. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-3115-0.ch022

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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.

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