Application of Neuroscience in the Area of Sustainability: Mapping the Territory

Abstract

Due to the relevance of sustainability, several methods of data collection are being used to verify its impact on different organizational and social aspects. Despite its importance, in the area of Sustainability, no literature review research has been found that described as some tools derived from neuroscience, more specifically eye tracking and electroencephalography (EEG), which are among the most used tools. Thus, this paper aims to present, through the exploratory study, research that applied eye tracking and EEG tools to evaluate aspects of sustainability in consumption. This article can be used as a reference basis for studies regarding this theme, thus contributing to research advances in this area. Marketing professionals can also use it to learn about the brain and visual mechanisms that are related to sustainable consumption and sustainable decision-making, enabling them to develop their products and communication more effectively. Additionally, future research in the area is suggested.