Sustainable Neuromarketing: Exploring the Consumer's Mind-A Case Study of Unilever Nigeria Food and Beverages Industry

Abstract

This study explores the concept of neuromarketing and its strategic application in understanding consumer behaviour, with a particular focus on the food and beverage sector of Unilever Nigeria. Neuromarketing integrates neuroscience with marketing principles to evaluate how consumers react to emotional and sensory marketing stimuli, thereby uncovering subconscious motivations behind purchasing decisions. The research aims to assess how Unilever Nigeria can utilize sustainable neuromarketing techniques to improve consumer engagement, enhance brand perception, and ultimately increase market competitiveness and sales. It investigates key neuromarketing methodologies such as functional magnetic resonance imaging (fMRI) and electroencephalography (EEG), and their relevance in shaping data-driven marketing strategies. Furthermore, the study emphasizes the significance of aligning marketing campaigns with sustainability goals—such as reducing environmental impact and promoting ethical consumer interaction—which can strengthen consumer trust and foster long-term loyalty. Unilever Nigeria’s commitment to sustainability provides a practical framework to evaluate the effectiveness of neuromarketing in a real-world context. The paper also addresses ethical concerns surrounding neuromarketing practices, including data transparency and consumer autonomy. Findings suggest that sustainable neuromarketing offers a powerful tool for companies operating in emerging markets to connect with value-driven consumers and enhance their corporate social responsibility efforts while driving business growth.