Decision to adopt neuromarketing techniques for sustainable product marketing: A fuzzy decision-making approach
Document Type
Article
Publication Date
2-1-2020
Abstract
Sustainable products and their marketing have played a crucial role in developing more sustainable consumption patterns and solutions for socio-ecological problems. They have been demonstrated to significantly decrease social consumption problems. Neuromarketing has recently gained considerable popularity and helped companies generate deeper insights into consumer behavior. It has provided new ways of conceptualizing consumer behavior and decision making. Thus, this research aims to investigate the factors influencing managers' decisions to adopt neuromarketing techniques in sustainable product marketing using the fuzzy analytic hierarchy process (AHP) approach. Symmetric triangular fuzzy numbers were used to indicate the relative strength of the elements in the hierarchy. Data were collected from the marketing managers of several companies who have experience with sustainable product marketing through online shopping platforms. The results revealed that the accuracy and bias of neuromarketing techniques have been the main critical factors for managers to select neuromarketing in their business for advertising and branding purposes. This research provides important results on the use of neuromarketing techniques for sustainable product marketing, as well as their limitations and implications, and it also presents useful information on the factors impacting business managers' decision making in adopting neuroscience techniques for sustainable product development and marketing.
Keywords
Sustainable product, Green marketing, Neuromarketing, Decision-making, Consumer behavior
Divisions
infosystem
Funders
Princess Nourah Bint Abdulrahman University
Publication Title
Symmetry-Basel
Volume
12
Issue
2
Publisher
MDPI
Publisher Location
ST ALBAN-ANLAGE 66, CH-4052 BASEL, SWITZERLAND