Sustainability 2.0: The Role of Neuromarketing and Organizational Behaviour
Sustainability 2.0: The Role of Neuromarketing and Organizational Behaviour

Summary/Abstract: The accelerating pace of environmental degradation and societal challenges necessitates innovative approaches to sustainability. "Sustainability 2.0" represents a paradigm shift that inter-twines neuromarketing and organizational behaviour, unlocking new avenues for fostering sustainable practices. This article explores the intricate relationship between these two fields, dissecting how insights from neuroscience and organizational dynamics can steer society towards a more sustainable future. The first dimension of Sustainability 2.0, examined through the lens of neuromarketing, delves into the neuroscience of consumer decision-making. By decoding the neural processes underpinning sustainable choices, businesses gain a nuanced understanding of consumer behaviour, enabling the development of products and communication strategies that resonate authentically with eco-conscious individuals. On the organizational front, the article investigates the role of organizational behaviour as a catalyst for sustainable cultures. Leaders are pivotal in this transformation, driving corporate practices that prioritize environmental stewardship and social responsibility. The integration of sustainability into organizational DNA is explored, emphasizing the role of positive organizational behaviour in shaping a workforce committed to sustainable practices. This article not only charts the current landscape but also navigates the potential trajectory of Sustainability 2.0. Data-driven insights, behavioural economics, and technological advancements emerge as key components shaping this transformative alliance. The exploration of practical applications and ethical considerations provides a comprehensive view of the challenges and opportunities inherent in this convergence. As the global community stands at the intersection of environmental responsibility and market dynamics, Sustainability 2.0 offers a roadmap for individuals, businesses, and policymakers. By inter-twining neuromarketing and organizational behaviour, we aim to illuminate the path towards a future where sustainability is not merely an aspiration but an intrinsic and neurologically resonant aspect of our collective consciousness.

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