Attentional and emotional engagement of sustainability in tourism marketing: electroencephalographic (EEG) and peripheral neuroscientific approach

In recent years, sustainability has received significant interest from companies and structures that have adopted new marketing and business models to improve the living conditions of the environment and consumers. Given the growing interest and attention, the issue of sustainability has been investigated by different disciplines, such as neuroscience, which have proved useful for investigating the emotional responses and cognitive processes of individuals, allowing us to understand the relationship between consumers and sustainability better. In this regard, this paper offers an overview on the topic of sustainability in a specific sector, such as tourism marketing, on the use of neuroscience to investigate sustainability and on the application of a multimethodological paradigm, involving the use of electroencephalography (EEG) and biofeedback, to measure individuals’ electroencephalographic and autonomic activity during the exploration of a green hotel.