Neuro-marketing Tools for Assessing the Communication Effectiveness of Life Cycle Based Environmental Labelling— Procedure and Methodology

Abstract

The paper presents a procedure and a methodology of research which aimed at assessing and comparing the effectiveness of different variants of labels in communicating life cycle based environmental information (EU ecolabel, draft PEF labels). Based on a survey, an electroencephalography (EEG) and an eye-tracking, the information regarding consumers’ ecological awareness, their neurological reaction and a visual attention is gathered and used for identifying the ecolabels’ elements with the highest communication potential. A potential target audience of the project is not limited to the specialists in the environmental labelling, but includes also the readers involved in green marketing, Product Environmental Footprint and Life Cycle Assessment practitioners.