Neuro-marketing Tools for Assessing
the Communication Effectiveness of Life
Cycle Based Environmental Labelling—
Procedure and Methodology
Anna Lewandowska, Barbara Borusiak, Christian Dierks,
Pasquale Giungato, Ewa Jerzyk, Przemyslaw Kurczewski,
Jagna Sobierajewicz, Sangwon Suh and Joanna Witczak
Abstract The paper presents a procedure and a methodology of research which
aimed at assessing and comparing the effectiveness of different variants of labels in
communicating life cycle based environmental information (EU ecolabel, draft PEF
labels). Based on a survey, an electroencephalography (EEG) and an eye-tracking,
the information regarding consumers’ ecological awareness, their neurological
reaction and a visual attention is gathered and used for identifying the ecolabels’
elements with the highest communication potential. A potential target audience of
the project is not limited to the specialists in the environmental labelling, but
includes also the readers involved in green marketing, Product Environmental
Footprint and Life Cycle Assessment practitioners.
A. Lewandowska (&) Á B. Borusiak Á E. Jerzyk Á J. Witczak
Poznan University of Economics and Business, al. Niepodleglosci 10,
61-875 Poznan, Poland
e-mail: anna.lewandowska@ue.poznan.pl
C. Dierks
Fraunhofer-Institut für Silicatforschung, Brentanostrasse 2,
63755 Alzenau, Germany
P. Giungato
University of Bari “Aldo Moro”, Taranto district—via Alcide de Gasperi,
Taranto, Italy
P. Kurczewski
Poznan University of Technology, Piotrowo 3, 60-965 Poznan, Poland
J. Sobierajewicz
Adam Mickiewicz University in Poznan, Wieniawskiego 1, 61-712 Poznan, Poland
S. Suh
Bren School of Environmental Science and Management, University of California,
Santa Barbara, CA 93106-5131, USA
© The Author(s) 2018
E. Benetto et al. (eds.), Designing Sustainable Technologies,
Products and Policies, https://doi.org/10.1007/978-3-319-66981-6_19
163
the Communication Effectiveness of Life
Cycle Based Environmental Labelling—
Procedure and Methodology
Anna Lewandowska, Barbara Borusiak, Christian Dierks,
Pasquale Giungato, Ewa Jerzyk, Przemyslaw Kurczewski,
Jagna Sobierajewicz, Sangwon Suh and Joanna Witczak
Abstract The paper presents a procedure and a methodology of research which
aimed at assessing and comparing the effectiveness of different variants of labels in
communicating life cycle based environmental information (EU ecolabel, draft PEF
labels). Based on a survey, an electroencephalography (EEG) and an eye-tracking,
the information regarding consumers’ ecological awareness, their neurological
reaction and a visual attention is gathered and used for identifying the ecolabels’
elements with the highest communication potential. A potential target audience of
the project is not limited to the specialists in the environmental labelling, but
includes also the readers involved in green marketing, Product Environmental
Footprint and Life Cycle Assessment practitioners.
A. Lewandowska (&) Á B. Borusiak Á E. Jerzyk Á J. Witczak
Poznan University of Economics and Business, al. Niepodleglosci 10,
61-875 Poznan, Poland
e-mail: anna.lewandowska@ue.poznan.pl
C. Dierks
Fraunhofer-Institut für Silicatforschung, Brentanostrasse 2,
63755 Alzenau, Germany
P. Giungato
University of Bari “Aldo Moro”, Taranto district—via Alcide de Gasperi,
Taranto, Italy
P. Kurczewski
Poznan University of Technology, Piotrowo 3, 60-965 Poznan, Poland
J. Sobierajewicz
Adam Mickiewicz University in Poznan, Wieniawskiego 1, 61-712 Poznan, Poland
S. Suh
Bren School of Environmental Science and Management, University of California,
Santa Barbara, CA 93106-5131, USA
© The Author(s) 2018
E. Benetto et al. (eds.), Designing Sustainable Technologies,
Products and Policies, https://doi.org/10.1007/978-3-319-66981-6_19
163