Published: 31 Oct 2025
Exploring Neuromarketing Techniques for Advancing Sustainability in India’s Food and Agribusiness Sector
Volume 1
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Sachin Rathour
sachinrt638@bhu.ac.in
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Prakash Singh Badal
psbadal@bhu.ac.in
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Virendra Kamalvanshi
vkvanshi@bhu.ac.in
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Saket Kushwaha
saket.kushwaha@bhu.ac.in
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S. R. Devegowda
devegowda.sr@rgu.ac.in
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Evans Kemboi
evanskemboi@bhu.ac.in
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Bharath Kumar Mannepalli
bharath.m@bhu.ac.in
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Prakhar Deep
prakhardeep@bhu.ac.in
Despite growing global interest, neuromarketing remains underutilized within India’s agri-food sector. This study examines the awareness, application, and potential of neuromarketing tools, including EEG (electroencephalography), eye-tracking, the Implicit Association Test (IAT), and virtual or augmented reality (VR/AR), in influencing sustainable consumer behavior in India. Respondents were selected using purposive and snowball sampling techniques, ensuring a diverse representation of stakeholders. While global corporations leverage neuroscience to refine marketing strategies, Indian agribusinesses..