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
AbstractThe 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.
|Publication size in sheets||0.5|
|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 Polish||neuromarketing, ocena cyklu życia (LCA)|
|Keywords in English||neuromarketing, life cycle assessment (LCA)|
|Score||= 20.0, 21-04-2020, MonographChapterAuthor|
|Citation count*||5 (2020-09-22)|
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.