EEG-based Online Purchase Decisions and Preferences in Neuromarketing Considering Eco-design

This paper examines the importance of different features that can be displayed on a website environment and their impact on customers' preferences, decisions, and behavior. The features under investigation in this research include promotional offers, product information, electronic word of mouth, sustainability, warm-tone color, cool-tone color, and music. The study focuses specifically on the fashion retail industry, aiming to provide insights for improving website environments to attract more customers. To investigate the effect of different features on customers' preferences and decisions, a research model based on the Theory of Planned Behavior and the Stimulus-Organism-Response model has been proposed. The study also incorporates the use of Electroencephalogram (EEG) technology from neuromarketing research. Participants in the experiment were asked to wear a device that detects their brain activity during the experimental setup. The results of the study revealed that factors such as promotional offers, colors, and music significantly influence customers' purchase behavior.