Available Online: 30 Sep 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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Devegowda SR
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 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..