A Neuromarketing Perspective of Green Consumerism: A Case Study of Behavioural Science

Alexandra Dias

Student thesis: Master thesis


In recent years, the sustainable market for green products and services has grown substantially, and therefore, marketers have been compelled to search for new ways to create efficient advertisements and marketing campaigns.
Due to high competition in today's crowded markets, it is crucial that companies become more innovative in an effort to gain attention from consumers.
To understand how consumers devote their attention to green products and advertisement stimuli, an extensive literature review has been presented to gather consumers consumption patterns, behaviours, purchase intentions and attitude towards green products and advertisements.
This research starts by observing that social desirability bias poses an issue when analysing green consumerism. This issue occurs because extensive research on green marketing is done using traditional research methods, such as surveys, interviews and questionnaires.
It is difficult to identify green consumers based on these research methods due to the instability of moral attitude and actual behaviour.
Subsequently modern studies have found that there is a lack of knowledge considering how neuroscience can be used to complement marketing findings, and gain a deeper understanding of consumer behaviour.
Neuromarketing is a discipline of neuroeconomics, in which neuroscientific data is utilized for marketing purposes. By using neuromarketing techniques such as EEG, eye-tracking, EMG, GSR and ECG, it is possible to measure cognitive processes, attention, emotions, intensity of an experienced emotion and heart rate variability, respectively.
The aim of this paper is to investigate possible contributions of literature and techniques in neuroscience for marketing management.
It is analysed how findings in consumer neuroscience can support the traditional marketing mix of 4Ps (product, price, promotion and place), in order to reach relevant findings of attitudes and behaviours from both green consumers and non-green consumers.
It was found that the attitude-behaviour gap can be narrowed by learning through neuromarketing how to align consumers’ stated preferences with their behaviours.
This information is essential for environmentally proactive companies who wish to influence consumers toward pro-environmental behaviour.

EducationsMSc in International Business, (Graduate Programme) Final Thesis
Publication date2020
Number of pages81
SupervisorsJesper Clement