A framework for application of consumer neuroscience in pro-environmental behavior change interventions

Area of Science:

• Consumer Neuroscience
• Environmental Psychology
• Behavioral Economics

Background:

• Consumers acknowledge climate change but exhibit a value-behavior gap.
• This gap stems from contextual factors (price, norms) and individual differences (values, beliefs).
• Consumers struggle to identify the true drivers of their behavior, often unaware of underlying processes.

Purpose of the Study:

• To review neuroscientific evidence on consumer decision-making regarding sustainability.
• To explore how neuroscience can uncover implicit drivers of pro-environmental behavior (PEB).
• To propose future research directions for promoting PEB through neuroscience-informed interventions.

Main Methods:

• Review of existing neuroscientific studies on consumer attitudes and behavior towards sustainability.
• Analysis of neurophysiological differences between environmentally conscious and non-conscious consumers.
• Examination of brain structures (amygdala, nucleus accumbens, prefrontal cortex) involved in reward processing for behavior change.

Main Results:

• Neuroscience offers tools to uncover implicit measurements of PEB, bridging the value-behavior gap.
• Reward-based interventions targeting the brain's reward system can motivate climate action.
• Consciously considering actions enhances the reward experience, supporting goal-directed behavior.

Conclusions:

• Consumer neuroscience methods are valuable for understanding and promoting pro-environmental behavior (PEB).
• Interventions leveraging affective conditioning and neuroscience can effectively motivate sustainable consumer choices.
• Future research should focus on integrating these methods to bridge the value-behavior gap.