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Neuromarketing in the Phygital Era by Influencing Gen Z and Sustainable Consumer Behaviour in a Digitally Driven Retail World
Abstract
As environmental awareness grows, businesses are challenged to inspire sustainable consumer behavior that aligns with evolving digital habits—especially among Gen Z. This research explores the intersection of neuromarketing, phygital retail experiences, and green consumption, analyzing how subconscious emotional and cognitive responses influence eco-friendly purchasing decisions. By utilizing tools such as EEG, fMRI, eye-tracking, and biometric sensors, neuromarketing reveals key drivers of consumer engagement, trust, and decision-making that traditional methods often overlook. The study examines how storytelling, visual cues, brand identity, and emerging technologies like Artificial Intelligence (AI) and the Internet of Things (IoT) enhance sustainable product appeal. Case studies from global brands illustrate how neuro-informed strategies can bridge the attitude-behavior gap and foster more meaningful connections with ethically minded consumers. Neuromarketing as a powerful tool for shaping consumer behavior in a digitally-driven, environmentally conscious world.
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