Neuromarketing Strategies for Sustainable Environmental Management of Solid Wastes
DOI:
https://doi.org/10.35588/xxjf6m81Keywords:
Brain, gender, market, waste, sustainabilityAbstract
The development of individual and collective capacities associated with the triune brain, which consider the cognitive, creative, intuitive, emotional and affective abilities of the population can be used to know the reality of a local market and design neuromarketing strategies for an adequate management of its internal processes with low environmental impact, therefore the objective of this research was to evaluate the feasibility of applying the principles of neuromarketing for the optimal environmental management of solid waste produced in the La Condamine market in Riobamba, Equator. For this purpose, 257 surveys were applied to merchants through a simple random probability sampling, where two situations were analyzed: “without neuromarketing” and “with neuromarketing” and through the statistical analysis of categorized data and contingency tables with Chi square, the proposed null hypothesis was evaluated. The analysis of the responses without neuromarketing and with neuromarketing showed a greater degree of variation, however, statistically the difference was not significant, and there was concordance between the observed and expected frequencies according to gender, motivation and acceptance that demonstrate the positive effect of neuromarketing strategies for the sustainable management of solid waste, which is recommended for use in other locations.
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