Using Neuromarketing to Create More Effective Messages in Sustainability Advertising Campaigns


  • Patrícia Beličková University of Ss. Cyril and Methodius, Trnava
  • Alena Kusá University of Ss. Cyril and Methodius, Trnava, Slovakia



Advertising campaigns, Consumer behaviour, Environment, Neuromarketing, Sustainability


Sustainability has become a hot topic in recent years, and it is essential for businesses to integrate sustainability into their marketing strategies. However, it is not enough to simply communicate messages related to sustainability in advertising. The challenge is to create campaigns that inspire consumers to act in ways that are better for the environment. Currently, many brands are trying to communicate topics related to sustainability in advertising, but not all campaigns will make people want to treat the environment better. It is knowledge from neuromarketing that allows us to better understand consumer motivations and behaviour. Thanks to this, brands can communicate their sustainability messages more effectively. In the article, we focused on a review of existing research that deals with the topics of sustainability in the context of advertising and consumer behaviour. We describe findings that help in the creation of advertising messages in campaigns that aim to motivate the consumer to be environmentally responsible. Neuromarketing research provides valuable insights into the emotional drivers of consumer behaviour, empowering brands to design effective sustainability campaigns. Companies can drive behaviour change and build a more sustainable future. Ultimately, the effective communication of sustainability topics in advertising not only benefits the environment but also helps companies build a stronger relationship with their customers, creating a beneficial scenario for all stakeholders. Our goal is to offer companies recommendations for a better understanding of their consumers and to be able to communicate sustainability topics more effectively so that they have a real impact.