Food, internet and neuromarketing in the context of well-being sustainability Online publication date: Mon, 30-Nov-2020
by Monica Varlese; Rosa Misso; Christiana Koliouska; Zacharoula Andreopoulou
International Journal of Technology Marketing (IJTMKT), Vol. 14, No. 3, 2020
Abstract: The aim of this paper is to examine the role of the internet in relation to the potential advantages and limitations arising from the implementation by companies of strategies based on the study of the consumer's brain in the field of food choices. While on the one hand neuromarketing helps to better understand, the consumer's requests and desires allowing the company to put it at the centre of all its decision-making process, on the other, there is the risk that food companies using power of neuroscience to predict the behaviour of the end user, they will generate in it an excessive dependence on purchase or, negatively affecting his eating habits. Indeed, in a context in which internet have the power to influence the life style of consumer, company can use neuromarketing strategies for e-commerce in order to guiding users to new patterns of food behaviour more healthy, preserving the environment and society.
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