IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i18p11352-d911473.html
   My bibliography  Save this article

Does Age Matter? Using Neuroscience Approaches to Understand Consumers’ Behavior towards Purchasing the Sustainable Product Online

Author

Listed:
  • Ming-Chang Chiang

    (Department of Life Science, College of Science and Engineering, Fu Jen Catholic University, New Taipei City 242, Taiwan)

  • Chiahui Yen

    (Department of International Business, Ming Chuan University, Taipei 111, Taiwan)

  • Hsiu-Li Chen

    (Department of International Business, Ming Chuan University, Taipei 111, Taiwan)

Abstract

In recent years, online shopping platforms have displayed more sustainable products to attract consumer attention. Understanding the effect of age on online shopping patterns can provide a broader understanding of the critical role of consumer attention. Physiological measures can explain consumers’ responses to features of online shopping websites and help these companies understand the decision-making process of consumers by using neuroscience-integrated tools. When consumers browse and shop on a platform, their eyes constantly move, effectively scanning the area of interest to capture information. This study attempts to evaluate the impact of consumer age on psychological and physiological responses to online shopping platforms by using eye tracking, EEG recordings, and FaceReader software. Eye tracker data on the average duration and number of fixations and saccades indicated that the older group had fewer eye movements than the younger group. The temporal and frontal cortices of the younger and older groups showed differences in EEG activity. The research also analyzed the faces of younger and older adults using FaceReader software; the main differences occured in the happy, surprised, and neutral expressions observed. This study enhances our understanding of the psychology and behavior of younger and older people in neuromarketing research, combining noninvasive physiological and neuroscience methods to present psychological data.

Suggested Citation

  • Ming-Chang Chiang & Chiahui Yen & Hsiu-Li Chen, 2022. "Does Age Matter? Using Neuroscience Approaches to Understand Consumers’ Behavior towards Purchasing the Sustainable Product Online," Sustainability, MDPI, vol. 14(18), pages 1-15, September.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:18:p:11352-:d:911473
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/18/11352/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/18/11352/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Urszula Garczarek-Bąk & Andrzej Szymkowiak & Piotr Gaczek & Aneta Disterheft, 2021. "A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 171-185, March.
    2. Myers, Susan D. & Deitz, George D. & Huhmann, Bruce A. & Jha, Subhash & Tatara, Jennifer H., 2020. "An eye-tracking study of attention to brand-identifying content and recall of taboo advertising," Journal of Business Research, Elsevier, vol. 111(C), pages 176-186.
    3. Patrick Mikalef & Kshitij Sharma & Ilias O. Pappas & Michail Giannakos, 2021. "Seeking Information on Social Commerce: An Examination of the Impact of User- and Marketer-generated Content Through an Eye-tracking Study," Information Systems Frontiers, Springer, vol. 23(5), pages 1273-1286, September.
    4. Andrew Steptoe & Steptoe Zaninotto, 2020. "Lower socioeconomic status and the acceleration of aging: An outcome-wide analysis," Proceedings of the National Academy of Sciences, Proceedings of the National Academy of Sciences, vol. 117(26), pages 14911-14917, June.
    5. Sami Alsmadi & Khaled Hailat, 2021. "Neuromarketing and Improved Understanding of Consumer Behaviour through Brain-Based Neuro Activity," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 20(02), pages 1-9, June.
    6. Robert Zniva & Wolfgang Weitzl, 2016. "It’s not how old you are but how you are old: A review on aging and consumer behavior," Management Review Quarterly, Springer, vol. 66(4), pages 267-297, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Bożena Kusz & Lucyna Witek & Dariusz Kusz & Katarzyna Chudy-Laskowska & Paulina Ostyńska & Alina Walenia, 2023. "The Effect of COVID-19 on Food Consumers’ Channel Purchasing Behaviors: An Empirical Study from Poland," Sustainability, MDPI, vol. 15(5), pages 1-17, March.
    2. Hasan Alkahtani & Theyazn H. H. Aldhyani & Zeyad A. T. Ahmed & Ahmed Abdullah Alqarni, 2023. "Developing System-Based Artificial Intelligence Models for Detecting the Attention Deficit Hyperactivity Disorder," Mathematics, MDPI, vol. 11(22), pages 1-31, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Daniel J. Exeter & Olivia Healey & Jessie Colbert & Nichola Shackleton, 2023. "Developing SEP65: A Census-Derived Index of Socio-Economic Position Specifically for the Older Population in Aotearoa New Zealand," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 169(3), pages 973-991, October.
    2. Klaudia Przybysz & Agnieszka Stanimir, 2023. "Measuring Activity—The Picture of Seniors in Poland and Other European Union Countries," Sustainability, MDPI, vol. 15(12), pages 1-17, June.
    3. Agag, Gomaa & Eid, Riyad & Chaib Lababdi, Houyem & Abdelwahab, Mohamed & Aboul-Dahab, Sameh & Abdo, Said Shabban, 2024. "Understanding the impact of national culture differences on customers’ online social shopping behaviours," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    4. Kapoor, Ankur & Sahay, Arvind & Singh, Nandini C. & Chandrasekhar Pammi, V.S. & Banerjee, Prantosh, 2023. "The neural correlates and the underlying processes of weak brand choices," Journal of Business Research, Elsevier, vol. 154(C).
    5. Ma, Guanhua & Ma, Junhua & Li, Hao & Wang, Yiming & Wang, Zhaohua & Zhang, Bin, 2022. "Customer behavior in purchasing energy-saving products: Big data analytics from online reviews of e-commerce," Energy Policy, Elsevier, vol. 165(C).
    6. Qian, Tyreal Yizhou & Seifried, Chad, 2023. "Virtual interactions and sports viewing on social live streaming platforms: The role of co-creation experiences, platform involvement, and follow status," Journal of Business Research, Elsevier, vol. 162(C).
    7. Ryan J. Scalsky & Yi-Ju Chen & Zhekang Ying & James A. Perry & Charles C. Hong, 2022. "The Social and Natural Environment’s Impact on SARS-CoV-2 Infections in the UK Biobank," IJERPH, MDPI, vol. 19(1), pages 1-9, January.
    8. Kol, Ofrit & Levy, Shalom, 2023. "Men on a mission, women on a journey - Gender differences in consumer information search behavior via SNS: The perceived value perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    9. Lai-Ying Leong & Teck-Soon Hew & Keng-Boon Ooi & Bhimaraya Metri & Yogesh K. Dwivedi, 2023. "Extending the Theory of Planned Behavior in the Social Commerce Context: A Meta-Analytic SEM (MASEM) Approach," Information Systems Frontiers, Springer, vol. 25(5), pages 1847-1879, October.
    10. Wajid, Anees & Raziq, Muhammad Mustafa & Ahmed, Qazi Mohammed & Ahmad, Mansoor, 2021. "Observing viewers’ self-reported and neurophysiological responses to message appeal in social media advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    11. Bhardwaj, Shikha & Rana, Gunjan A & Behl, Abhishek & Gallego de Caceres, Santiago Juan, 2023. "Exploring the boundaries of Neuromarketing through systematic investigation," Journal of Business Research, Elsevier, vol. 154(C).
    12. Efrat, Kalanit & Souchon, Anne L. & Dickenson, Peter & Nemkova, Ekaterina, 2021. "Chutzpadik advertising and its effectiveness: Four studies of agencies and audiences," Journal of Business Research, Elsevier, vol. 137(C), pages 601-613.
    13. Voss, Kevin E. & Li, Ying Ying & Song, YoungOk Sunny, 2022. "Competing cues in brand alliance advertisements," Journal of Business Research, Elsevier, vol. 149(C), pages 476-493.
    14. Bigne, Enrique & Ruiz, Carla & Curras-Perez, Rafael, 2024. "How consumers process online review types in familiar versus unfamiliar destinations. A self-reported and neuroscientific study," Technological Forecasting and Social Change, Elsevier, vol. 199(C).
    15. Stephanie Langevin & Ashalom Caspi & J. C. Barnes & Grace Brennan & Richie Poulton & Suzanne C. Purdy & Sandhya Ramrakha & Peter T. Tanksley & Peter R. Thorne & Graham Wilson & Terrie E. Moffitt, 2022. "Life-Course Persistent Antisocial Behavior and Accelerated Biological Aging in a Longitudinal Birth Cohort," IJERPH, MDPI, vol. 19(21), pages 1-19, November.
    16. Huang, Bo & Juaneda, Carolane & Sénécal, Sylvain & Léger, Pierre-Majorique, 2021. "“Now You See Me”: The Attention-Grabbing Effect of Product Similarity and Proximity in Online Shopping," Journal of Interactive Marketing, Elsevier, vol. 54(C), pages 1-10.
    17. Joana Eva Dodoo & Hosam Al-Samarraie, 2019. "Factors leading to unsafe behavior in the twenty first century workplace: a review," Management Review Quarterly, Springer, vol. 69(4), pages 391-414, November.
    18. Emily Jezewski & Abigale Miller & MaryAnn Eusebio & Jane Potter, 2022. "Targeted Telehealth Education Increases Interest in Using Telehealth among a Diverse Group of Low-Income Older Adults," IJERPH, MDPI, vol. 19(20), pages 1-9, October.
    19. Agnes Hofmeister-Tóth & Agnes Neulinger, 2022. "The Importance and Realization of Personal Values and Cognitive Age," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 34(1), pages 25-40.
    20. Philip Mecredy & Malcolm Wright & Pamela Feetham & Philip Stern, 2024. "Remembering less, or needing less? Age-related differences in the purchase funnel," Marketing Letters, Springer, vol. 35(2), pages 171-186, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:18:p:11352-:d:911473. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.