Abstract

Despite growing global interest, neuromarketing remains underutilized in India’s agri-food sector. This study investigates the awareness, application, and potential of neuromarketing tools—such as EEG (Electroencephalography), eye-tracking, IAT, and VR/AR—in shaping sustainable consumer behavior in India. Respondents for the study were selected using purposive and snowball sampling techniques. While global corporations leverage neuroscience to refine marketing strategies, Indian agribusinesses and food startups often lack the awareness, infrastructure, and policy support to adopt such innovations. Using mixed methods and a sample of 120 participants for the quantitative survey and 12 experts for in-depth qualitative interviews, from marketing, academia, Fast-Moving Consumer Goods (FMCGs), and agri-businesses, the study reveals that only 27% are familiar with neuromarketing as a field, and a mere 14% report active implementation. Awareness and application are higher in metro-based food-tech startups and FMCGs, while traditional agri-businesses and policymakers show minimal engagement. Education and urban access strongly influence exposure to neuromarketing. The findings highlight a significant urban–rural and disciplinary divide. The final prioritization highlights that accuracy and lack of bias emerged as the most critical factors influencing the adoption of neuromarketing tools for sustainable product marketing in India’s agri-food sector. Among the application areas, advertising (weight = 0.610) and branding (weight = 0.271) emerged as the most influential domains, indicating where business decision-makers are most likely to leverage neuromarketing techniques to boost consumer engagement and advance sustainability-oriented strategies. Neuromarketing shows promise for promoting sustainable choices—like climate-resilient crops and eco-labels—by tapping into subconscious consumer responses. The study recommends policy interventions including academic integration, funding support, ethical frameworks, and public-private partnerships. By aligning neuromarketing with SDGs—particularly SDG 2, 4, and 12—this research positions it as a transformative tool for advancing sustainability and consumer-centric innovation in India’s food and agribusiness sector.