A paradigm shift: Nano-sensory nudges stimulating consumer’s purchase behaviour for green products driving towards environmental sustainability

Abstract

Abstract Sensory nudge has been creating a significant impact in the field of market research with implementation of methods used in neuro marketing. These methods help in understanding the impact of sensory nudge on consumer purchase behavior. This research paper focuses on the impact of different sensory nudges due to the packaging, promotional activities, design and other motivational that influences the purchase behavior for green product. This sensory nudge stimulates the environmental consciousness of the consumers and their preference for green products over conventional products. This research work has been started with an introduction to the research topic followed by an extensive review of literature related to the subject matter. Then the conceptual framework for the study was developed followed by research hypotheses. The testing of hypotheses was carried by using specified research methodology with the help of a structured questionnaire for conducting the survey. The results from data analysis were interpreted. The major challenge in this context is to know the impact of sensory nudge derived from marketing activities that modulate consumer’s perception, attitude, and behaviour towards purchasing of green products that builds environmental sustainability. Based on the extensive review of the literature, this study addresses the causes that restrict consumers’ from using green products. This study also scrutinizes the environmental consciousness of the respondents. The research work includes analyzing the awareness level of green products and perception about the term green.