Sürdürülebilir Bir Geleceğe Doğru: Eko-Etiketlerin Tüketici Nörobilimi Bağlamında Değerlendirilmesi

Yıl 2023, Cilt: 8 Sayı: 22, 958 - 975, 28.10.2023

Kübra Ecer , Selami Varol Ülker

https://doi.org/10.25204/iktisad.1343651

Öz

Bu çalışmada nörobilim teknikleri ile yapılan eko-etiket araştırmalarına dair literatür taraması yapılarak tüketici nörobilimi bağlamında eko-etiketlerin etkinliği değerlendirilmiştir. Bu çalışmanın amacı, Türkiye'de eko-etiketlerin etkinliğinin nörobilim teknikleriyle değerlendirildiği bir çalışmanın bulunmamasından kaynaklanan bu boşluğu doldurmaktır. Bu bağlamda nörobilim tekniklerinin kullanıldığı araştırmalara odaklanan bir literatür derlemesi sunularak eko-etiketlerin etkinliği değerlendirilmiştir. Yapılan araştırmalar, eko-etiketlerin sürdürülebilir tüketim davranışlarını teşvik etmede etkili bir araç olduğunu göstermektedir. Bireylerin açık ve örtük tepkilerini inceleme kapasitesi açısından tüketici nörobilimi, tüketici kararlarını anlamak için diğer yöntemlere göre daha güvenilir sonuçlar sunmaktadır. Bu çalışmada eko-etiketlerin çevre bilincinin artırılması ve sürdürülebilir üretim ile tüketim alışkanlıklarının teşvik edilmesinde etkili bir araç olarak kabul edilmesi gerektiği sonucuna varılmaktadır. Bunun yanı sıra nörobilim temelli araştırmaların sürdürülebilir tüketim politikalarının geliştirilmesi ve uygulanmasında önemli bir kaynak olarak kullanılması, bu politikaların etkinliğini artırma potansiyeline sahiptir.

Anahtar Kelimeler

Tüketici davranışı, tüketici nörobilimi, eko-etiket, sürdürülebilirlik, davranışsal iktisat

Towards a Sustainable Future: Evaluating Eco-Labels in the Context of Consumer Neuroscience

Öz

This study conducts a literature review of research that incorporates neuroscientific methods to evaluate the effectiveness of eco-labels within the realm of consumer neuroscience. The primary objective of this research is to address the existing gap in the literature concerning the evaluation of eco-label effectiveness using neuroscientific techniques within the Turkey context. To achieve this goal, it provides a comprehensive overview of studies utilizing neuroscientific techniques to assess the efficacy of eco-labels. The findings demonstrate that eco-labels are effective tools for promoting sustainable consumer behavior. Consumer neuroscience, especially in its capacity to investigate both explicit and implicit responses, offers more reliable outcomes in understanding consumer decisions compared to other methods. This study underscores the importance of acknowledging eco-labels as powerful instruments for increasing environmental awareness and encouraging sustainable production and consumption patterns. Furthermore, harnessing neuroscientific research can serve as a valuable resource in the development and implementation of sustainable consumption policies, thereby enhancing their effectiveness.

Anahtar Kelimeler

Consumer behavior, consumer neuroscience, eco-label, sustainability, behavioral economics

Kaynakça

• Abdul-Muhmin, A. G. (2007). Explaining consumers willingness to be environmetally friendly. International Journal of Consumer Studies, 31(3), 237–247. https://doi.org/10.1111/j.1470-6431.2006.00528.x
• Ahmad, N., Ghazali, N., Abdullah, M. F., Nordin, R., Nasir, I. N. M. ve Farid, N. A. M. (2020). Green marketing and its effect on consumers’ purchase behaviour: an empirical analysis. Journal of International Business, Economics and Entrepreneurship, 5(2), 46–55. https://doi.org/10.24191/jibe.v5i2.14235
• Akan, Ş. (2018). Yeni bir disiplinlerarası alan olarak nöropazarlama üzerine kavramsal bir değerlendirme. Black Sea Journal of Public and Social Science, 1(1), 20–25.
• Alagöz, B. (2007). Yeşil pazarlama ve eko etiketleme. Akademik Bakış Sosyal Bilimler E-dergisi, 11, 1–14.
• Alfredsson, E., Bengtsson, M., Brown, H. S., Isenhour, C., Lorek, S., Stevis, D. ve Vergragt, P. (2018). Why achieving the Paris Agreement requires reduced overall consumption and production. 14(1), 1–5. https://doi.org/10.1080/15487733.2018.1458815
• Allen, P. M., Edwards, J. A., Snyder, F. J., Makinson, K. A. ve Hamby, D. M. (2014). The Effect of Cognitive Load on Decision Making with Graphically Displayed Uncertainty Information. Risk Analysis, 34(8), 1495–1505. https://doi.org/10.1111/risa.12161
• Aman, A. H. L., Harun, A. ve Hussein, Z. (2012). The influence of environmental knowledge and concern on green purchase intention the role of attitude as a mediating variable. British Journal of Art and Social Sciences, 7(2), 581–583.
• Ares, G., Giménez, A. N. A., Bruzzone, F., Vidal, L., Antúnez, L. ve Maiche, A. (2013). Consumer visual processing of food labels: Results from an eye-tracking study. Journal of Sensory Studies, 28(2), 138–153. https://doi.org/10.1111/joss.12031
• Arvola, A., Vassallo, M., Dean, M., Lampila, P., Saba, A. ve Lahteenmaki, L. Shepherd, R. (2008). Predicting intentions to purchase organic food: The role of affective and moral attitudes in the Theory of Planned Behaviour. Appetite, 50(2-3),443-454. https://doi.org/10.1016/j.appet.2007.09.010
• Bachmann, T. (2011). Attention as a process of selection, perception as a process of representation, and phenomenal experience as the resulting process of perception being modulated by a dedicated consciousness mechanism. Frontiers in Psychology, 2, 387. https://doi.org/10.3389/fpsyg.2011.00387
• Bazzani, A., Ravaioli, S., Trieste, L., Faraguna, U. ve Turchetti, G. (2020). Is EEG Suitable for Marketing Research? A Systematic Review. Frontiers in Neuroscience, 14, 594566. https://doi.org/10.3389/fnins.2020.594566
• Bercea, M. D. (2012). Anatomy of methodologies for measuring consumer behavior in neuromarketing research. Proceedings of the Lupcon Center for Business Research (LCBR) European Marketing Conference içinde . Ebermannstadt, Germany.
• Bojko, A. (2013). Eye tracking the user experience : a practical guide to research. Rosenfeld Media.
• Boksem, M. A. S. ve Smidts, A. (2015). Brain responses to movie trailers predict individual preferences for movies and their population-wide commercial success. Journal of Marketing Research, 52(4), 482-492. https://doi.org/10.1509/jmr.13.0572
• Brunye, T. T., Drew, T., Weaver, D. L. ve Elmore, J. G. (2019). A review of eye tracking for understanding and improving diagnostic interpretation. Cognitive Research, 4(7), 1-16. https://doi.org/10.1186/s41235-019-0159-2
• Çaça, A. (2016). ISO 14000 Çevre yönetim sistemi standartları ile Avrupa Birliği çevre etiketi ve aralarındaki ilişki:Türkiye’deki uygulamalar [Yayımlanmamış Yüksek Lisans Tezi]. Karamanoğlu Mehmetbey Üniversitesi.
• Çakar, T., Rızvanoğlu, K., Öztürk, Ö., Çelik, D. Z. ve Gürvardar, İ. (2017). The use of neurometric and biometric research methods in understanding the user experience during product search of first-time buyers in e-commerce. Design, User Experience, and Usability: Theory, Methodology, and Management:6th International Conference, Part I 6 içinde, 342-362. Springer International Publishing. https://doi.org/10.1007/978-3-319-58634-2_26
• Calvo-Porral, C. ve Levy-Mangin, J. P. (2020). The Circular Economy Business Model: Examining Consumers’ Acceptance of Recycled Goods. Administrative Sciences, 10(2), 28. https://doi.org/10.3390/admsci10020028
• Can Kırgız, A. (2014). Organik gıda sertifikasyonlarının ve etiketlemelerinin Türkiye gıda sektörü işletmelerinin itibarı üzerindeki etkisi. Sosyal Bilimler Metinleri, 1, 1-12.
• Canavari, M. ve Coderoni, S. (2019). Green marketing strategies in the dairy sector: Consumer‐ stated preferences for carbon footprint labels. Strategic Change, 28(4), 233–240.
• Cao, C. C. ve Reimann, M. (2020). Data Triangulation in Consumer Neuroscience: Integrating Functional Neuroimaging With Meta-Analyses, Psychometrics, and Behavioral Data. Frontiers in Psychology, 11, 2978. https://doi.org/10.1002/jsc.2264
• Chiang, M. C., Yen, C. ve Chen, H. L. (2022). Does age matter? Using neuroscience approaches to understand consumers’ behavior towards purchasing the sustainable product online. Sustainability, 14(18), 1-15. https://doi.org/10.3390/su141811352
• Clement, J. (2007). Visual influence on in-store buying decisions: an eye-track experiment on the visual influence of packaging design. Journal of marketing management, 23(9-10), 917-928. https://doi.org/10.1362/026725707X250395
• Cornel, S. (2018). The effectiveness of nudging in increasing recycling behaviour. University of Amsterdam.
• D’Souza, C. (2000). Bridging the communication gap: dolphin safe “ecolabels”. Corporate Communications: An International Journal, 5(4), 185-190. https://doi.org/10.1108/13563280010379129
• D’Souza, C., Taghian, M. ve Lamb, P. (2006). An empirical study on the influence of environmental labels on consumers. Corporate Communications: An International Journal, 11(2), 162-173. https://doi.org/10.1108/13563280610661697
• Davidson, R. J. (2004). What does the prefrontal cortex “do” in affect: perspectives on frontal EEG asymmetry research. Biological psychology, 67(1-2), 219-234. https://doi.org/10.1016/j.biopsycho.2004.03.008
• Delmas, M., Nairn-Birch, N. ve Balzarova, M. (2013). Choosing the right eco-label for your product. MIT Sloan Management Review, 54(4), 10-12.
• Demarque, C., Charalambides, L., Hilton, D. J. ve Waroquier, L. (2015). Nudging sustainable consumption: The use of descriptive norms to promote a minority behavior in a realistic online shopping environment. Journal of Environmental Psychology, 43, 166-174. https://doi.org/10.1016/j.jenvp.2015.06.008
• Drexler, D., Fiala, J., Havlíčková, A., Potůčková, A. ve Souček, M. (2018). The effect of organic food labels on consumer attention. Journal of Food Products Marketing, 24(4), 441–455. https://doi.org/10.1080/10454446.2017.1311815
• Duerrschmid, K. ve Danner, L. (2018). Eye tracking in consumer research. Methods in Consumer Research içinde 279-318. Woodhead Publishing.
• Ecer, K. (2020). Kamu politikalarının oluşturulmasında davranışsal iktisadın rolü. Türk İdare Dergisi, 491, 41-63. European Commission. (1992). Fifth European Community environment programme: towards sustainability. http://publications.europa.eu/resource/cellar/b0086e47-40ba-49af-9ff0-a38608400bba.0002.02/DOC_2
• Fernández-Serrano, P., Tarancón, P., Bonet, L. ve Besada, C. (2022). Consumers’ visual attention and choice of ‘Sustainable Irrigation’-labeled wine: Logo vs. Text. Agronomy, 12(3), 1–16. https://doi.org/10.3390/agronomy12030685
• Garcez de Oliveira Padilha, L., Malek, L. ve Umberger, W. J. (2021). Sustainable meat: Looking through the eyes of australian consumers. Sustainability, 13(10), 5390. https://doi.org/10.3390/su13105398
• Georgakarakou, C., Riskos, K., Tsourvakas, G. ve Yfantidou, I. (2020). What features of green products packaging are more eye catching? An eye-tracking exploratory study about organic agricultural products. International Journal of Technology Marketing, 14(2), 93-124. https://doi.org/10.1504/IJTMKT.2020.110124
• Griggs, D., Stafford-Smith, M., Gaffney, O., J., R., Öhman, M. C., Shyamsundar, P. ve Nobble, I. (2013). Policy: Sustainable development goals for people and planet. Nature, 495, 305-307.
• Grunert, K. G. ve Wills, J. M. (2007). A review of European research on consumer response to nutrition information on food labels. Journal of Public Health, 15, 385–399.
• Gutierrez, A. M. J., Chiu, A. S. F. ve Seva, R. (2020). A proposed framework on the affective design of eco-product labels. Sustainability, 12(8), 1–20. https://doi.org/10.3390/su12083234
• Guyader, H., Ottosson, M. ve Witell, L. (2017). You can’t buy what you can’t see: Retailer practices to increase the green premium. Journal of Retailing and Consumer Services, 34, 319–325. https://doi.org/10.1016/j.jretconser.2016.07.008
• Harmon‐Jones, E. (2003). Clarifying the emotive functions of asymmetrical frontal cortical activity. Psychophysiology, 40(6), 838–848. https://doi.org/10.1111/1469-8986.00121
• Higgins, E., Leinenger, M. ve Rayner, K. (2014). Eye movements when viewing advertisements. Frontiers in Psychology, 5, 210. https://doi.org/10.3389/fpsyg.2014.00210
• Hoek, A. C., Pearson, D., James, S. W., Lawrence, M. A. ve Friel, S. (2017). Healthy and environmentally sustainable food choices: Consumer responses to point-of-purchase actions. Food Quality and Preference, 58, 94–106. https://doi.org/10.1016/j.foodqual.2016.12.008
• Horne, R. E. (2009). Limits to labels: The role of eco‐labels in the assessment of product sustainability and routes to sustainable consumption. International Journal of Consumer Studies, 33(2), 17–182. https://doi.org/10.1111/j.1470-6431.2009.00752.x
• Hsu, M. Y. T. ve Cheng, J. M. S. (2018). fMRI neuromarketing and consumer learning theory: Word-of-mouth effectiveness after product harm crisis. European Journal of Marketing, 52(1–2), 199–223. https://doi.org/10.1108/EJM-12-2016-0866
• Huang, Y. ve Kuo, F. (2011). An eye-tracking investigation of internet consumers’ decision deliberateness. Internet Research, 21(5), 541–561. https://doi.org/10.1108/10662241111176362
• IPCC. (2022). Climate Change 2022: Mitigation of Climate Change. P. R. Shukla, J. Skea, R. Slade, A. Al Khourdajie, R. Van Diemen, D. McCollum, J. Malley (Ed.), Contribution of Working Group III to the Sixth Assessment Report of the Intergovernmental Panel on Climate Change içinde . New York, USA: Cambridge University Press. https://doi.org/10.1017/9781009157926
• Isa, M. S. ve Mansor, A. A. (2020). Rejuvenating the marketing mix through neuromarketing to cultivate the green consumer. International Journal of Industrial Management, 5, 66–75. https://doi.org/10.15282/ijim.5.0.2020.5623
• Izhikevich, E. M. (2003). Simple model of spiking neurons. IEEE Transactions on Neural Networks, 14(6), 1569–1572. https://doi.org/10.1109/TNN.2003.820440
• Juarez, D., Tur-Viñes, V. ve Mengual, A. (2020). Neuromarketing Applied to Educational Toy Packaging. Frontiers in Psychology, 11, 2077. https://doi.org/10.3389/FPSYG.2020.02077/BIBTEX
• Kahneman, D. (2011). Thinking, fast and slow. Macmillan Publishers.
• Kara, H. (2017). Eko-Etiket. Sürdürülebilir Üretim ve Tüketim Yayınları - III. https://rec.org.tr/2017/02/02/eko-etiket/
• Katz, M., Campbell, B. ve Liu, Y. (2019). Local and organic preference: Logo versus text. Journal of Agricultural and Applied Economics, 51(2), 328–347. https://doi.org/10.1017/aae.2019.4
• Kından, A. (2006). Bir eko-etiket olarak mavi bayrak’ın türkiye kıyı turizminde bir pazarlama unsuru olabilirliğinin araştırılması. [Yayımlanmamış Yüksek Lisans Tezi]. Ankara Üniversitesi.
• Kumar, V., Rahman, Z., Kazmi, A. A. ve Goyal, P. (2012). Evolution of sustainability as marketing strategy: Beginning of new era. Procedia-Social and Behavioral Sciences, 37, 482–489. https://doi.org/10.1016/j.sbspro.2012.03.313
• Lee, E. J., Kwon, G., Shin, H. J., Yang, S., Lee, S. ve Suh, M. (2014). The spell of green: Can frontal EEG activations identify green consumers? Journal of business ethics, 122, 511–521.
• Lee, N., Broderick, A. J. ve Chamberlain, L. (2007). What is “neuromarketing”? A discussion and agenda for future research. International Journal of Psychophysiology, 63, 199–204.
• Lehner, M., Mont, O. ve Heiskanen, E. (2016). Nudging–A promising tool for sustainable consumption behaviour? Journal of Cleaner Production, 134, 166–177.
• Liu, Y., Zhao, R., Xiong, X. ve Ren, X. (2023). A Bibliometric Analysis of Consumer Neuroscience towards Sustainable Consumption. Behavioral Sciences, 13(4), 298.
• Loewenstein, G., Rick, S. ve Cohen, J. D. (2008). Neuroeconomics. Annual Review of Psychology, 59, 647–672. https://doi.org/10.1146/annurev.psych.59.103006.093710
• Lončar, D., Paunković, J., Jovanović, V. ve Krstić, V. (2019). Environmental and social responsibility of companies cross EU countries-Panel data analysis. Science of the Total Environment, 657, 287–296. https://doi.org/10.1016/j.scitotenv.2018.11.482
• Melović, B., Cirović, D., Backovic-Vulić, T., Dudić, B. ve Gubiniova, K. (2020). Attracting green consumers as a basis for creating sustainable marketing strategy on the organic market- relevance for sustainable agriculture business development. Foods, 9(11), 1552. https://doi.org/10.3390/foods9111552
• Meng, M. D. ve Leary, R. B. (2021). It might be ethical, but I won’t buy it: Perceived contamination of, and disgust towards, clothing made from recycled plastic bottles. Psychology and Marketing, 38(2), 298–312. https://doi.org/10.1002/MAR.21323
• Meyerding, S. G. H. ve Merz, N. (2018). Consumer preferences for organic labels in Germany using the example of apples- Combining choice-based conjoint analysis and eye-tracking measurements. Journal of Cleaner Production, 181, 772–783. https://doi.org/10.1016/j.jclepro.2018.01.235
• Morris, L. A., Hastak, M. ve Mazis, M. B. (1995). Consumer Comprehension of Environmental Advertising and Labeling Claims. Journal of Consumer Affairs, 29(2), 328–350. doi:10.1111/J.1745-6606.1995.TB00050.X
• Mullainathan, S. ve Thaler, R. H. (2000). Behavioral economics. Mass., USA: National Bureau of Economic Research Cambridge.
• Negi, S. ve Mitra, R. (2020). Fixation duration and the learning process: an eye tracking study with subtitled videos. Journal of Eye Movement Research, 13(6), 1–15. https://doi.org/10.16910/JEMR.13.6.1
• Nik Abdul Rashid, N. (2009). Awareness of eco-label in Malaysia’s green marketing initiative. International Journal of Business and Management, 4(8), 132–141.
• Nordin, N. ve Selke, S. (2010). Social aspect of sustainable packaging. Packaging Technology and Science, 23(6), 317–326. https://doi.org/10.1002/PTS.899
• Oflaç, B. S. ve Göçer, A. (2015). Genç tüketicilerin algılanan çevresel bilgi düzeyleri ve eko-etiketli ürünlere karşı yaklaşımları üzerine bir çalışma. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 17(2), 216–228.
• Ölander, F. ve Thogersen, J. (1995). Understanding of consumer behaviour as a pre-requisite for environmental protection. Journal of Consumer Policy, 18, 317–357.
• Oyama, A., Takeda, S., Ito, Y., Nakajima, T., Takami, Y., Takeya, Y., … Morishita, R. (2019). Novel Method for Rapid Assessment of Cognitive Impairment Using High-Performance Eye-Tracking Technology. Scientific Reports 2019 9:1, 9(1), 1–9. https://doi.org/10.1038/s41598-019-49275-x
• Paneri, S. ve Gregoriou, G. G. (2017). Top-down control of visual attention by the prefrontal cortex. Functional specialization and long-range interactions. Frontiers in Neuroscience, 11(SEP), 545. https://doi.org/10.3389/FNINS.2017.00545/BIBTEX
• Plassmann, H. ve Weber, B. (2015). Individual differences in marketing placebo effects: evidence from brain imaging and behavioral experiments. Journal of Marketing 52(4), 493–510. https://doi.org/10.1509/jmr.13.0613
• Ramsoy, T. Z. (2019). Building a Foundation for Neuromarketing And Consumer Neuroscience Research. Journal of Advertising Research, 59(3), 281–294. https://doi.org/10.2501/JAR-2019-034
• Rawnaque, F. S., Rahman, K. M., Anwar, S. F., Vaidyanathan, R., Chau, T., Sarker, F. ve Mamun, K. A. Al. (2020). Technological advancements and opportunities in Neuromarketing: a systematic review. Brain Informatics, 7(1), 1–19. https://doi.org/10.1186/S40708-020-00109-X/TABLES/4
• Rilling, J. K., King-Casas, B. ve Sanfey, A. G. (2008). The neurobiology of social decision-making. Current opinion in neurobiology, 18(2), 159–165. https://doi.org/10.1016/j.conb.2008.06.003
• Ritov, I. ve Kahneman, D. (1997). How people value the environment: Attitudes versus economic marketing. The New Lexington Press.
• Rodríguez, V. J. C., Antonovica, A. ve Martín, D. L. S. (2023). Consumer neuroscience on branding and packaging: A review and future research agenda. International Journal of Consumer Studies. https://doi.org/10.1111/ijcs.12936
• Samant, S. S. ve Seo, H. S. (2016). Effects of label understanding level on consumers’ visual attention toward sustainability and process-related label claims found on chicken meat products. Food Quality and Preference, 50, 48–56. https://doi.org/10.1016/j.foodqual.2016.01.002
• Santos, R. D. O., Dos, O. J., Oliveira, J. H. C., Rocha, J. B. ve Giraldi, J. M. E. (2015). Eye tracking in neuromarketing: Aresearch agenda for marketing studies. International Journal of Psychological Studies, 7(1), 32–42. https://doi.org/10.5539/ijps.v7n1p32
• Schifferstein, H. N. J. ve Desmet, P. M. A. (2010). Hedonic asymmetry in emotional responses to consumer products. Food Quality and Preference, 21(8), 1100–1104. https://doi.org/10.1016/J.FOODQUAL.2010.07.004
• Şentürk, F. ve Fındık, H. (2014). Rasyonel karar alan ekonomik birimin risk altında verdiği kararlara davranışsal yaklaşım: Kahneman ve Tversky beklenti teorisi perspektifinden eleştirel bir bakış. Marmara Üniversitesi Öneri Dergisi, 11(42), 127–139. https://doi.org/10.14783/ÖNERI.2014426999
• Simon, H. A. (1972). Bounded rationality. Past and Present, 55(1), 160. https://doi.org/10.1093/PAST/55.1.160
• Smith, N. W. ve Joffe, H. (2009). Climate change in the British press: The role of the visual. Journal of Risk Research, 12(5), 647-663. https://doi.org/10.1080/13669870802586512
• Soler, C. (2012). Conceptualizing sustainably produced food for promotional purposes: A sustainable marketing approach. Sustainability, 4(3), 294–340. https://doi.org/10.3390/su4030294
• Solomon, M., Bamossy, G. ve Askegaard, S. (2002). Consumer behaviour. A European perspective. London, England: Pearson Education.
• Song, L., Lim, Y., Chang, P., Guo, Y., Zhang, M., Wang, X., Cai, H. (2019). Ecolabel’s role in informing sustainable consumption: A naturalistic decision making study using eye tracking glasses. Journal of Cleaner Production, 218, 685–695. https://doi.org/ 10.1016/j.jclepro.2019.01.283
• Squire, L., Berg, D., Bloom, F., Lac, S., Ghosh, A. C., Spitzer, N. ve Squire, L. (2014). Fundamental neuroscience (4. Baskı.). Academic Press.
• T.C. Ekonomi Bakanlığı. (2018). Senin kararın mı? Kamu politikası tasarımında davranışsal yaklaşım. https://ticaret.gov.tr/data/5b8ec3ce13b8761b8471c1f9/1ebc0d8a6a572cd0a7f4ab084eb63831.pdf
• T.C. Resmi Gazete. (2018). Çevre Etiketi Yönetmeliği. https://www.resmigazete.gov.tr/eskiler/2018/10/20181019-19.htm
• Takahashi, R., Todo, Y. ve Funaki, Y. (2018). How can we motivate consumers to purchase certified forest coffee? evidence from a laboratory randomized experiment using eye-trackers. Ecological Economics, 150, 107–121. https://doi.org/10.1016/j.ecolecon.2018.04.010
• Testa, F., Iraldo, F., Vaccari, A. ve Ferrari, E. (2015). Why eco‐labels can be effective marketing tools: Evidence from a study on Italian consumers. Business Strategy and the Environment, 24(4), 252–265. https://doi.org/0.1002/bse.1821
• Thogersen, J. (2000). Psychological determinants of paying attention to eco labels in purchase decisions: Model development and multinational validation. Labelling Strategies in Environmental Policy, 23, 285–313. https://doi.org/10.4324/9781351154529-27
• Thogersen, J. (2002). Promoting green consumer behavior with eco-labels. T. Dietz ve P. Stern (Ed.), New Tools for Environmental Protection: Education, Information, and Voluntary Measures içinde, 83–104. Washington: National Academy Press.
• Thogersen, J., Haugaard, P. ve Olesen, A. (2010). Consumer responses to ecolabels. European Journal of Marketing, 44(11), 1787–1810. https://doi.org/10.1108/03090561011079882
• Tunn, V. S. C., Bocken, N. M. P., van den Hende, E. A. ve Schoormans, J. P. L. (2019). Business models for sustainable consumption in the circular economy: An expert study. Journal of Cleaner Production, 212, 324–333. https://doi.org/10.1016/J.JCLEPRO.2018.11.290
• United Nations. (1992). Agenda 21. https://sustainabledevelopment.un.org/content/documents/Agenda21.pdf
• United Nations. (2015). Sustainable Developments Goals: Goal 12: Ensure Sustainable Consumption and Production Patterns. NY, USA: United Nations.
• Van Loo, E. J., Caputo, V., Nayga, R. M., Seo, H. S., Zhang, B. ve Verbeke, W. (2015). Sustainability labels on coffee: Consumer preferences, willingness-to-pay and visual attention to attributes. Ecological Economics, 118, 215–225. https://doi.org/10.1016/j.ecolecon.2015.07.011
• Vecchiato, G., Astolfi, L., De Vico Fallani, F., Toppi, J., Aloise, F., Bez, F., Babiloni, F. (2011). On the Use of EEG or MEG brain imaging tools in neuromarketing research. Computational Intelligence and Neuroscience, 12. https://doi.org/10.1155/2011/643489
• Venkatraman, V., Dimoka, A., Pavlou, P. A., Vo, K., Hampton, W., Bollinger, B., Winer, R. S. (2015). Predicting Advertising success beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling. Journal of Marketing Research, 52(4), 436-452. https://doi.org/10.1509/JMR.13.0593
• Waechter, S., Sütterlin, B. ve Siegrist, M. (2015). Desired and undesired effects of energy labels - An eye-tracking study. PLoS ONE, 10(7), 1–26. https://doi.org/10.1371/journal.pone.0134132
• Xue, G., Chen, C., Lu, Z. L. ve Dong, Q. (2010). Brain imaging techniques and their applications in decision-making research. Xin Li Xue Bao, 42(1), 120–137. https://doi.org/10.3724/SP.J.1041.2010.00120