How to Promote and Communicate an Effective Green and Sustainable Communication: A Neuromarketing Study

Ana C. Martinez-Levy (), Daniele Sasso (), Alessia Vozzi (), Stefano Menicocci (), Arianna Trettel (), Fabio Babiloni (), Giulia Cartocci () and Patrizia Cherubino ()
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Ana C. Martinez-Levy: BrainSigns Srl
Daniele Sasso: Università Campus Bio-Medico di Roma
Alessia Vozzi: BrainSigns Srl
Stefano Menicocci: BrainSigns Srl
Arianna Trettel: BrainSigns Srl
Fabio Babiloni: BrainSigns Srl
Giulia Cartocci: BrainSigns Srl
Patrizia Cherubino: BrainSigns Srl

A chapter in The Garment Economy, 2023, pp 191-208 from Springer

Abstract: Abstract Sustainability is a recent worldwide topic as there is a consensus that humans and companies are impacting the global environment. Companies can contribute to reducing the environmental impact associated with the product’s consumption by offering green and eco-sustainable products. In the last few years, the fashion industry, a major global polluter in the world, has been paying more attention to the environmental and ecological impacts of clothing production. Communicating correct information to consumers about the green consumption and recycling programmes raises their awareness, guides their purchasing choices, and helps responsible consumption. So, it becomes essential to adopt action to promote proper sustainability communication amongst people, especially in younger generations. This study aims to evaluate the marketing communication strategies to understand how specific advertisements and product elements can affect consumer behaviour and effectively promote the use of eco-sustainable products. By this research, the authors have evaluated the instinctive reactions like visual attention and emotion, using innovative tools like eye-tracker and facial coding in responses to two different sustainable commercials and eight social media posts (half with information related to sustainability). Research results show that social media posts that contain sustainable content are seen sooner, for longer, and with more attention than non-sustainable communication.

Keywords: Eco-fashion; Green marketing; Advertising; Neuroscience; Emotion (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/978-3-031-33302-6_11

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