![]() The authors analysed primary data indicative of sustainable consumer behaviour. ![]() ![]() The presented results constitute a part of a wider research project within the scope of which a triangulation of the research methods was used, enabling deeper analyses to be conducted of conscious and non-conscious aspects of the study subjects. ![]() The results of the pilot studies are presented in the paper. To the best knowledge of the authors, no results of a study from the FMCG sector using both these devices simultaneously have ever been published. The studies conducted so far have used either VR or EEG. The objective of the study was to gather information as to how consumers make shopping decisions when buying fast-moving consumer goods (FMCG). An innovative combination of virtual reality (VR) equipment and an electroencephalogram (EEG) was used in the study. In this manuscript, the authors aim to explore sustainable consumer behaviour during shopping at a self-service store with fast-moving consumer goods (FMCG).
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