Exploring Neuromarketing Techniques for Advancing Sustainability in India’s Food and Agribusiness Sector

Despite growing global interest, neuromarketing remains underutilized within India’s agri-food sector. This study examines the awareness, application, and potential of neuromarketing tools, including EEG (electroencephalography), eye-tracking, the Implicit Association Test (IAT), and virtual or augmented reality (VR/AR), in influencing sustainable consumer behavior in India. Respondents were selected using purposive and snowball sampling techniques, ensuring a diverse representation of stakeholders. While global corporations leverage neuroscience to refine marketing strategies, Indian agribusinesses and food startups often lack the awareness, infrastructure, and policy support to adopt such innovations. Using mixed methods, the study surveyed 120 participants for the quantitative portion and conducted in-depth qualitative interviews with 12 experts from marketing, academia, FMCGs, and agri-businesses. The results reveal that only 27% are familiar with neuromarketing, and just 14% report actively implementing it. Awareness and application are higher in metro-based food-tech startups and FMCGs, while traditional agri-businesses and policymakers show minimal engagement. Education and urban access strongly influence exposure to neuromarketing. The findings underscore a significant urban–rural and disciplinary divide. The final prioritization highlights that accuracy and lack of bias emerged as the most critical factors influencing the adoption of neuromarketing tools for sustainable product marketing in India’s agri-food sector. Among the application areas, advertising (weight = 0.610) and branding (weight = 0.271) emerged as the most influential domains, indicating where business decision-makers are most likely to leverage neuromarketing techniques to boost consumer engagement and advance sustainability-oriented strategies. Neuromarketing holds significant potential for promoting sustainable choices, such as climate-resilient crops and eco-labeled products, by engaging with consumers’ subconscious responses. The study recommends policy interventions, including academic integration, funding support, ethical frameworks, and public-private partnerships. By aligning neuromarketing with SDGs—particularly SDG 2, 4, and 12—this research positions it as a transformative tool for advancing sustainability and consumer-centric innovation in India’s food and agribusiness sector.