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Can Climate Change Awaken Ecological Consciousness? A Neuroethical Approach to Green Consumption
Climate change is a major threat to humanity and endangers our way of life. If a critical mass of consumers can consider the consequences of the daily consumption choices they make, we could hope for a better future. From a neuroethical viewpoint, we examined how a consumer’s ecological consciousness can be awakened, leading to eco-friendly consumption. This study used the neuroscientific method of event-related potentials (ERP) to explore the neural mechanisms underlying climate change. Both frontal N300 and posterior P300 ERP components occur under climate change conditions which is a neural representation of ecological consciousness. Consumers who exhibited simultaneous frontal N300 and posterior P300 activation were more likely than those who did not to make eco-friendly product choices during the consumption tasks. Using these neurobehavioral findings, marketers can promote eco-friendly consumption based on ecological consciousness.
Can Climate Change Awaken Ecological Consciousness? A Neuroethical Approach to Green Consumption
Climate change is a major threat to humanity and endangers our way of life. If a critical mass of consumers can consider the consequences of the daily consumption choices they make, we could hope for a better future. From a neuroethical viewpoint, we examined how a consumer’s ecological consciousness can be awakened, leading to eco-friendly consumption. This study used the neuroscientific method of event-related potentials (ERP) to explore the neural mechanisms underlying climate change. Both frontal N300 and posterior P300 ERP components occur under climate change conditions which is a neural representation of ecological consciousness. Consumers who exhibited simultaneous frontal N300 and posterior P300 activation were more likely than those who did not to make eco-friendly product choices during the consumption tasks. Using these neurobehavioral findings, marketers can promote eco-friendly consumption based on ecological consciousness.
Can Climate Change Awaken Ecological Consciousness? A Neuroethical Approach to Green Consumption
Meiling Yin (author) / Hanna Choi (author) / Eun-Ju Lee (author)
2022
Article (Journal)
Electronic Resource
Unknown
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