Emotional Versus Rational Appeals In Green Marketing: A Neuro-Consumer Perspective

This study investigates how emotional and rational marketing appeals in green advertising influence consumer decision-making through neuro-consumer lenses. Employing neurophysiological tools (EEG and eye-tracking) alongside traditional survey methods, we test consumer responses to emotional vs. rational green campaigns. Data from 200 participants reveal that emotional appeals generate higher engagement and purchase intent, supported by both neural markers and self-reported measures. Findings contribute to marketing theory and managerial practice in sustainability communications.