Decision to Adopt Neuromarketing Techniques for Sustainable Product Marketing: A Fuzzy Decision-Making Approach

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Nilashi, Mehrbakhsh
Yadegaridehkordi, Elaheh
Samad, Sarminah
Mardani, Abbas
Ahani, Ali
Aljojo, Nahla
Razali, Nor Shahidayah
Tajuddin, Taniza
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Sustainable products and their marketing have played a crucial role in developing more sustainable consumption patterns and solutions for socio-ecological problems. They have been demonstrated to significantly decrease social consumption problems. Neuromarketing has recently gained considerable popularity and helped companies generate deeper insights into consumer behavior. It has provided new ways of conceptualizing consumer behavior and decision making. Thus, this research aims to investigate the factors influencing managers’ decisions to adopt neuromarketing techniques in sustainable product marketing using the fuzzy analytic hierarchy process (AHP) approach. Symmetric triangular fuzzy numbers were used to indicate the relative strength of the elements in the hierarchy. Data were collected from the marketing managers of several companies who have experience with sustainable product marketing through online shopping platforms. The results revealed that the accuracy and bias of neuromarketing techniques have been the main critical factors for managers to select neuromarketing in their business for advertising and branding purposes. This research provides important results on the use of neuromarketing techniques for sustainable product marketing, as well as their limitations and implications, and it also presents useful information on the factors impacting business managers’ decision making in adopting neuroscience techniques for sustainable product development and marketing.

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© 2020 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license ( which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

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Commerce, management, tourism and services

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Nilashi, M; Yadegaridehkordi, E; Samad, S; Mardani, A; Ahani, A; Aljojo, N; Razali, NS; Tajuddin, T, Decision to Adopt Neuromarketing Techniques for Sustainable Product Marketing: A Fuzzy Decision-Making Approach, Symmetry, 2020, 12 (2), pp. 305