Neuro-marketing Tools for Assessing the Communication Effectiveness of Life Cycle Based Environmental Labelling - Procedure and Methodology
[ 1 ] Instytut Transportu, Wydział Inżynierii Lądowej i Transportu, Politechnika Poznańska | [ P ] pracownik
2018
rozdział w monografii naukowej / referat
angielski
EN 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.
163 - 173
CC BY (uznanie autorstwa)
04.07.2018
publiczny
20