The use of Neuromarketing technics for improving sustainable choices: case study of Sedas Plantekkøken Aps company
Markova, Natalia (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022122331446
https://urn.fi/URN:NBN:fi:amk-2022122331446
Tiivistelmä
Neuromarketing is the term that stands for the application of neuroscience to marketing. This approach helps to find how our nervous system reacts to a variety of triggers that we have in our environment. The field has had multiple breakthroughs over the past few years, eventually leading to more frequent use.
Meanwhile, businesses develop and find new ways of advertising, the damaging impact on the environment of the production has been overlooked and ignored. The Sustainable Development Goals report of 2022 highlighted that the population is at the point of worldwide catastrophes if sustainable behaviour is not improved.
The main aim of this thesis is to find the best neuromarketing technics that can be used by sustainable companies and sustainable products in order to increase the conscious buying habits of potential customers. The problem questions rely on understanding the current worldwide environmental challenges situation and finding how neuromarketing can be applied to sustainability. The conducted questionnaire proved that neuromarketing technics are practical. In addition, the research aims to find the most suitable neuromarketing technics for environmentally friendly companies and, in the end, generate recommendations for sustainable businesses. In order to comply with the objectives, a development case was based on Sedas Plantekøkken Aps, a Danish food start-up that produces vegan hummus and nut butter spreads with sustainability at its core of the production. The experiment made in collaboration between the researcher and the case company showed that neuromarketing technics positively affect sales improvement.
The thesis is structured into five main chapters: (1) Introduction, referring to the idea, keywords, challenges, and research methods; (2) Literature review of the environmental situation; (3) Literature review of neuromarketing, its history, technics used (4) Case Study, presenting Sedas Plantekøkken Aps, its current situation, application of neuromarketing, and recommendations for sustainable businesses.; (5) Conclusions, approval of neuromarketing being a reliable tool for sustainable companies in strengthening the competitiveness among other companies.
Meanwhile, businesses develop and find new ways of advertising, the damaging impact on the environment of the production has been overlooked and ignored. The Sustainable Development Goals report of 2022 highlighted that the population is at the point of worldwide catastrophes if sustainable behaviour is not improved.
The main aim of this thesis is to find the best neuromarketing technics that can be used by sustainable companies and sustainable products in order to increase the conscious buying habits of potential customers. The problem questions rely on understanding the current worldwide environmental challenges situation and finding how neuromarketing can be applied to sustainability. The conducted questionnaire proved that neuromarketing technics are practical. In addition, the research aims to find the most suitable neuromarketing technics for environmentally friendly companies and, in the end, generate recommendations for sustainable businesses. In order to comply with the objectives, a development case was based on Sedas Plantekøkken Aps, a Danish food start-up that produces vegan hummus and nut butter spreads with sustainability at its core of the production. The experiment made in collaboration between the researcher and the case company showed that neuromarketing technics positively affect sales improvement.
The thesis is structured into five main chapters: (1) Introduction, referring to the idea, keywords, challenges, and research methods; (2) Literature review of the environmental situation; (3) Literature review of neuromarketing, its history, technics used (4) Case Study, presenting Sedas Plantekøkken Aps, its current situation, application of neuromarketing, and recommendations for sustainable businesses.; (5) Conclusions, approval of neuromarketing being a reliable tool for sustainable companies in strengthening the competitiveness among other companies.