The project aims to determine the expression of consumers’ ecoliteracy, attention and information perception in their cognitive and behavioral responses to sustainable products, integrating the results of traditional and neuromarketing research that enable the development of pro-environmental consumer behavior.
Ecoliteracy is selected as the main predictor of consumers’ cognitive and behavioral responses to sustainable products. The research idea based on the lack of knowledge of the role of unconscious processes in pro-environmental consumer behavior leads to the inclusion of a neuromarketing experiment. Its implementation enables the identification of consumer attention to eco-stimuli on sustainable product packaging/other information at different levels of ecoliteracy, revealing its perception and expression in consumer choices. A combination of traditional and neuromarketing approaches enables a holistic understanding of pro-environmental consumer behavior, as it allows for identifying not only behavioral intentions but also actual consumer choices.
Project funding:
Projects funded by the Research Council of Lithuania (RCL), Projects carried out by researchers’ teams
Project results:
– Identification of elements of the consumer ecoliteracy construct and justification of a new approach to the concept of consumer ecoliteracy.
– Complex evaluation of consumer ecoliteracy, which complements research on pro-environmental behavior based on social cognitive theories.
– The use of consumer neuroscience theory to explain the expression of attention and information perception in consumers’ cognitive and behavioral responses to sustainable products at different levels of ecoliteracy, including actual behavior.
– Revealing the reasons for pro-environmental consumer behavior using neuromarketing techniques for collecting biometric data.
The project results will allow the development of recommendations for enhancing consumer ecoliteracy and shaping pro-environmental behavior.
Period of project implementation: 2024-09-02 - 2027-08-31
Project coordinator: Kaunas University of Technology
