Joanna Witczak

Neuro-marketing Tools for Assessing the Communication Effectiveness of Life Cycle Based Environmental Labelling—Procedure and Methodology

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.

Green marketing today – a mix of trust, consumer participation and life cycle thinking

Summary A transition for a green, circular economy has encouraged companies to use new tools which boost sustainability. The purpose of this article is to discuss the consideration of life cycle thinking in green marketing as realized by companies. This theoretical-conceptual study aims to analyze life cycle assessment (LCA) as a useful tool for assessing green marketing goals. We also intend to highlight the importance of creating consumer trust for green business by displaying the green credentials of the products and activities. The article presents t he virtues and shortcomings of the LCA results relative to marketing management. As a result, the literature presents some gaps in terms of addressing life cycle thinking in marketing management and linking with consumer participation and trust.