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The Intersection of Neuromarketing and Ethical Consumerism in Sustainable Finance
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Author(s): Ajay Khurana (Chandigarh University, India), Shanul Gawshinde (Symbiosis International University, Pune, India)and Momina Shaheen (University of Roehampton, London, UK)
Copyright: 2025
Pages: 34
Source title:
Strategic Blueprints for AI-Driven Marketing in the Digital Era
Source Author(s)/Editor(s): Rhytheema Dulloo (Hindustan Institute of Technology and Science, India), Anand Kurian (University of Exeter Business School, UK), Minja Bolesnikov (Swiss School of Business and Management, Switzerland), Ilse Struweg (University of Johannesburg, South Africa)and Kaliyan Mathiyazhagan (Thiagarajar School of Management, India)
DOI: 10.4018/979-8-3373-3897-2.ch014
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Abstract
This study explores the intersection of neuromarketing and ethical consumption in the realm of sustainable finance, with a specific focus on socially responsible investing. Our research identifies a distinctive aesthetic preference among sophisticated consumers that emphasizes financial credibility and self-expression elements over traditional emotional experiences. The study findings reveal that these preferences correlate with concerns regarding ethical conduct, reputational risk, and the private sector's role in addressing global social and environmental challenges. By integrating sustainable finance concepts with established psychological theories, we highlight a significant gap in the existing neuromarketing literature concerning ethical consumer behavior. To address this gap, the authors propose a multidisciplinary approach for future research, aiming to deepen our understanding of consumers' cognitive processes and ethical awareness as they engage with sustainable financial solutions.
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