Identifying and prioritizing neuromarketing components affecting consumers' decision to purchase green products (Case study: in Tehran department stores)
Subject Areas : Stock ExchangeRoghayeh Chegini Asli 1 , seyed kamran Norbakhsh 2 * , Vahidreza Mirabi 3
1 - PhD Student, Department of Marketing Management, Sari Branch, Islamic Azad University, Sari, Iran
2 - Assistant Professor, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Associate Professor, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Keywords: Neuromarketing, green consumers, green marketing,
Abstract :
While the term neuromarketing was first introduced in the early 2000s, consumer neuroscience emerged in the 1990s, when measuring brain activity using functional magnetic resonance imaging tools became available. Neuromarketing offers a more precise approach to human behavior compared to traditional market research, which uses a number of techniques to examine and analyze consumer behavior at a higher level. The aim of this study was to identify and prioritize the neuromarketing components that affect consumers' decision to purchase green products. The research method was exploratory. The statistical population consisted of marketing experts from large chain stores in Tehran. Considering the type of experts and the method of access, the snowball technique was used to find a suitable sample, which included 21 people. The research tool included a researcher's checklist with open-ended questions. The components were arranged based on theoretical foundations. The nominal group technique was used to collect data. The hierarchical prioritization method with Expert Choice software was used to analyze the data. The results showed that among the effective components of neuromarketing that affect the decision to buy green consumers, in order, better understanding of customer preferences, promotion of commercial advertising, improvement of product attractiveness, expansion of brand name, advertising effects. Sales, environmental attitudes, environmental knowledge, attitude towards products, perceived necessity of the product have the first priority to the last. In other words, customer-related factors, factors related to advertising and preference, and factors related to understanding, attitude and knowledge are very important and should be developed by providing practical solutions to develop appropriate marketing programs.
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