Neuromarketing Insights Into the Lactovegetarian Consumer Mind: Leveraging Neuroscience for Resonant Marketing Strategies

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Author(s): Jyoti Thakur (Chandigarh University, India)and Shivani Malhan (Chitkara University, India)
Copyright: 2025
Pages: 20
Source title: Neurosensory and Neuromarketing Impacts on Consumer Behavior
Source Author(s)/Editor(s): Reena Malik (Chitkara University, India), Shivani Malhan (Chitkara University, India)and Manpreet Arora (Central University of Himachal Pradesh, India)
DOI: 10.4018/979-8-3693-8222-6.ch009

Keywords: Business Science Reference / Marketing and Consumer Behavior / Medicine & Healthcare / Neuroscience

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Abstract

The lactovegetarian movement has transcended its origins as a dietary choice to become a multifaceted phenomenon encompassing ethical, environmental, and health-conscious considerations. As consumers become increasingly discerning about the products they purchase and the companies they support, businesses must adapt their marketing approaches to resonate with this rapidly growing and conscientious demographic. Neuromarketing, the application of neuroscience principles to marketing practices, offers a potent tool for unraveling the intricate cognitive and emotional processes that shape lactovegetarian consumer behaviour. This comprehensive research paper synthesises findings from neuroscience, psychology, consumer behaviour studies, and prior neuroimaging investigations to explore the neural underpinnings of lactovegetarian consumer decision-making. The insights shed light on the ethical motivations, emotional drivers, health/environmental consciousness, social identity dynamics, and trust factors influencing lactovegetarians. By leveraging these findings, businesses can develop more effective marketing strategies tailored to the lactovegetarian mindset - crafting compelling narratives, fostering trust, and aligning offerings with this segment's deeply held values and aspirations. After extracting Scopus publications on neuromarketing till April,2024 underlying themes of the research was studied using VOS Viewer.

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Neuromarketing Insights Into the Lactovegetarian Consumer Mind: Leveraging Neuroscience for Resonant Marketing Strategies

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