Neuroscience and Neuromarketing: Sustainable Strategies and Their Impact on Consumer

Fabiana Oliveira and Luisa Orvalho ()
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Fabiana Oliveira: ISTEC Porto, Multimedia Engineering
Luisa Orvalho: CITECA, ISTEC Porto

A chapter in Business Sustainability: Innovation in Entrepreneurship & Internationalisation, 2026, pp 293-304 from Springer

Abstract: Abstract Neuromarketing is an area of science that studies the factors that influence a consumer’s purchasing decision. Consumer Neuroscience is a field of study dedicated to understanding how the human brain processes information related to purchasing choices and behavior. Neuromarketing is an area of study that applies neuroscience principles to the world of marketing, with the aim of understanding consumer behavior and developing more effective and sustainable strategies for companies. This approach not only enhances the understanding of consumer preferences and decision-making processes but also promotes the alignment of marketing practices with sustainable and ethical standards. The aim of this article is to present a bibliographic and documentary review of neuromarketing techniques, such as eye-tracking, functional magnetic resonance imaging (fMRI), electroencephalography (EEG), and neuromarketing strategies that promote values of ethical consumerism and sustainable development. The qualitative methodology includes the analysis of four case studies of multinational companies. The results show that all companies in the sample use neuroscientific insights to promote products and services aligned with the values ​​of consumerism and sustainable development. The application of neuroscientific methods to analyze and understand human behavior is now more frequent due to consumers’ growing expectations for practices that minimize the negative impact on the environment, society and, the economy. By focusing on sustainable and ethical practices, companies contribute to the planet’s and society’s well-being while enhancing long-term profitability and brand reputation. Consumers increasingly favor brands committed to these values, making them essential in modern marketing strategies.

Keywords: Consumer Neuroscience; Neuromarketing; Methods and Techniques; Ethical Consumerism; Sustainability (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-99151-6_19

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DOI: 10.1007/978-3-031-99151-6_19

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