Neuro-marketing Tools for Assessing the Communication Effectiveness of Life Cycle Based Environmental Labelling - Procedure and Methodology

Anna Lewandowska , Barbara Borusiak , Christian Dierks , Pasquale Giungato , Ewa Jerzyk , Przemysław Kurczewski , Jagna Sobierajewicz , Sangwon Suh , Joanna Witczak

Abstract

The paper presents a procedure and a methodology of research whichaimed at assessing and comparing the effectiveness of different variants of labels incommunicating life cycle based environmental information (EU ecolabel, draft PEFlabels). Based on a survey, an electroencephalography (EEG) and an eye-tracking,the information regarding consumers’ecological awareness, their neurologicalreaction and a visual attention is gathered and used for identifying the ecolabels’elements with the highest communication potential. A potential target audience ofthe project is not limited to the specialists in the environmental labelling, butincludes also the readers involved in green marketing, Product EnvironmentalFootprint and Life Cycle Assessment practitioners.
Author Anna Lewandowska (WT / KTiEPP)
Anna Lewandowska,,
- Department of Industrial Products and Ecology
, Barbara Borusiak (WZ / KHiM)
Barbara Borusiak,,
- Department of Trade and Marketing
, Christian Dierks - Fraunhofer-Institut für Silicatforschung
Christian Dierks,,
-
, Pasquale Giungato - University of Bari“Aldo Moro”
Pasquale Giungato,,
-
, Ewa Jerzyk (WZ / KSM)
Ewa Jerzyk,,
- Department of Marketing Strategies
, Przemysław Kurczewski - Politechnika Poznańska
Przemysław Kurczewski,,
-
, Jagna Sobierajewicz - Adam Mickiewicz University (UAM)
Jagna Sobierajewicz,,
-
, Sangwon Suh - University of California, Santa Barbara, CA, USA
Sangwon Suh,,
-
, Joanna Witczak (WT / KTiEPP)
Joanna Witczak,,
- Department of Industrial Products and Ecology
Pages163-173
Publication size in sheets0.5
Book Benetto Enrico, Gericke Kilian, Guiton Mélanie (eds.): Designing Sustainable Technologies, Products and Policies. From Science to Innovation, 2018, Springer, ISBN 978-3-319-66981-6, 520 p., DOI:10.1007/978-3-319-66981-6
Keywords in Polishneuromarketing, ocena cyklu życia (LCA)
Keywords in Englishneuromarketing, life cycle assessment (LCA)
DOIDOI:10.1007/978-3-319-66981-6_19
Languageen angielski
Score (nominal)20
Score sourcepublisherList
ScoreMinisterial score = 20.0, 21-04-2020, MonographChapterAuthor
Citation count*5 (2020-09-22)
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