{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,19]],"date-time":"2026-06-19T19:29:23Z","timestamp":1781897363298,"version":"3.54.5"},"reference-count":106,"publisher":"MDPI AG","issue":"2","license":[{"start":{"date-parts":[[2020,2,21]],"date-time":"2020-02-21T00:00:00Z","timestamp":1582243200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Symmetry"],"abstract":"<jats:p>Sustainable products and their marketing have played a crucial role in developing more sustainable consumption patterns and solutions for socio-ecological problems. They have been demonstrated to significantly decrease social consumption problems. Neuromarketing has recently gained considerable popularity and helped companies generate deeper insights into consumer behavior. It has provided new ways of conceptualizing consumer behavior and decision making. Thus, this research aims to investigate the factors influencing managers\u2019 decisions to adopt neuromarketing techniques in sustainable product marketing using the fuzzy analytic hierarchy process (AHP) approach. Symmetric triangular fuzzy numbers were used to indicate the relative strength of the elements in the hierarchy. Data were collected from the marketing managers of several companies who have experience with sustainable product marketing through online shopping platforms. The results revealed that the accuracy and bias of neuromarketing techniques have been the main critical factors for managers to select neuromarketing in their business for advertising and branding purposes. This research provides important results on the use of neuromarketing techniques for sustainable product marketing, as well as their limitations and implications, and it also presents useful information on the factors impacting business managers\u2019 decision making in adopting neuroscience techniques for sustainable product development and marketing.<\/jats:p>","DOI":"10.3390\/sym12020305","type":"journal-article","created":{"date-parts":[[2020,2,26]],"date-time":"2020-02-26T04:18:29Z","timestamp":1582690709000},"page":"305","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":37,"title":["Decision to Adopt Neuromarketing Techniques for Sustainable Product Marketing: A Fuzzy Decision-Making Approach"],"prefix":"10.3390","volume":"12","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-0099-8299","authenticated-orcid":false,"given":"Mehrbakhsh","family":"Nilashi","sequence":"first","affiliation":[{"name":"Institute of Research and Development, Duy Tan University, Da Nang 550000, Vietnam"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Elaheh","family":"Yadegaridehkordi","sequence":"additional","affiliation":[{"name":"Department of Information Systems, Faculty of Computer Science &amp; Information Technology, University of Malaya, Kuala Lumpur 50603, Malaysia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Sarminah","family":"Samad","sequence":"additional","affiliation":[{"name":"Department of Business Administration, College of Business and Administration, Princess Nourah bint Abdulrahman University, Riyadh 11451, Saudi Arabia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Abbas","family":"Mardani","sequence":"additional","affiliation":[{"name":"Informetrics Research Group, Ton Duc Thang University, Ho Chi Minh City 758307, Vietnam"},{"name":"Faculty of Business Administration, Ton Duc Thang University, Ho Chi Minh City 758307, Vietnam"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Ali","family":"Ahani","sequence":"additional","affiliation":[{"name":"Department of Business Strategy and Innovation, Griffith Business School, Griffith University, Brisbane 4122, Australia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Nahla","family":"Aljojo","sequence":"additional","affiliation":[{"name":"Department of Information System and Technology, College of Computer Science and Engineering, University of Jeddah, Jeddah 23218, Saudi Arabia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Nor Shahidayah","family":"Razali","sequence":"additional","affiliation":[{"name":"Software Engineering Department, Faculty of Computing and Information Technology, Tunku Abdul Rahman University College, Kuala Lumpur 53300, Malaysia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Taniza","family":"Tajuddin","sequence":"additional","affiliation":[{"name":"Faculty of Computer and Mathematical Sciences, Universiti Teknologi MARA, Kedah 42300, Malaysia"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2020,2,21]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"409","DOI":"10.3390\/su1030409","article-title":"Design for sustainability: Current trends in sustainable product design and development","volume":"1","author":"Clark","year":"2009","journal-title":"Sustainability"},{"key":"ref_2","doi-asserted-by":"crossref","first-page":"76","DOI":"10.1016\/j.jclepro.2013.08.035","article-title":"Success factors for environmentally sustainable product innovation: A systematic literature review","volume":"65","author":"Ribeiro","year":"2014","journal-title":"J. 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