Effect of neuroscience in inventory management and consumption of green products towards sustainability

The study of the nervous system is mainly known as neuroscience. Neuroscience is concerned with the brain, spinal chord and all the nervous systems throughout the human body. The main goal of neuroscience is to understand human brain and its function, to understand how the Central Nervous System (CNS) develops and matures, to understand the psychiatric and neurological disorders and how to cure or prevent them. Historically, the lack of available information about brain technology and human psychology has a limited scope of application for Neuroscience in business management. In this article, we describe, in detail, the advantages and disadvantages of neuroscience in business strategies. When it is about a business strategy, neuromarketing is a powerful tool to add a positive impact in the direction of marketing research. Therefore, this paper provides an overview of marketing research to understand the subconscious mind of the customer and discusses the ethical issues and professional challenges in neuromarketing and recommendations. Besides, the purpose of this study is to highlight the relationship between green product knowledge, green marketing, consumer effectiveness and green purchase intention, which influence consumers' decisions to purchase green products in India. For this purpose, a survey via questionnaire is performed by collecting data from different industry in India. Data are analyzed through measurement model and hypothesis testing and the research findings can guide the inventory managers to understand consumer neuroscience toward green products and sustainability. Not only that, but this study provides new insights for green marketing by understanding green product knowledge and green purchase intention. The study ends with a conclusion and an outlook to future research and application.