The Impact of Neuromarketing From an Environmental Perspective: Strengths and Opportunities to Promote a Sustainable Society in the Modern Era

Objective: Explore the role of neuromarketing in promoting sustainability by analyzing how consumers' emotional responses influence their purchase decisions for sustainable products, with a focus on understanding emotional motivations through theoretical frameworks. Method: Conducted a comprehensive literature review of recent academic studies examining neuromarketing in sustainability contexts, analyzing theoretical frameworks like Theory of Planned Behavior (TPB) and "Eco Emotion Set" (E2S) concept. Results and Discussion: Analysis revealed that positive emotions (joy, pride, optimism) significantly influence sustainable purchase decisions by connecting personal and environmental values. Identified opportunities include emotionally resonant messaging and personalized communication strategies, while acknowledging cultural variations in consumer behavior. Research Implications: Study highlights crucial ethical considerations in neuromarketing implementation, including risks of emotional manipulation and privacy concerns. Emphasizes need for specific regulations and international standards for transparent, ethical practice. Originality/Value: Provides comprehensive analysis of neuromarketing's role in promoting sustainability through emotional engagement, while addressing ethical implementation challenges and proposing regulatory frameworks for responsible practice.