Driving Sustainable Eco‐Tourism Choices: How Eco‐Labels, Eco‐Brands, Pricing and Social Media Shape Consumer Behaviour Through Neuromarketing Insights

ABSTRACT

This study examines the impact of eco‐labels, eco‐brands, pricing strategies and social media on purchase decisions for eco‐tourism packages, with a focus on subconscious cognitive processes captured through eye‐tracking technology. Following the Stimulus–Organism–Response (SOR) framework, 30 participants were employed, and SMI Eye Tracking Glasses 2 Wireless were used to record visual attention to eco‐tourism marketing stimuli; statistical analyses included t ‐tests and one‐way ANOVA. The findings revealed that eco‐labels and eco‐brands significantly attract consumer attention, enhancing trust and purchase intentions, while pricing and social media further shape sustainable consumer behaviour. Furthermore, they highlight the strategic role of neuromarketing in promoting environmentally responsible tourism, offering businesses actionable insights to design eco‐friendly marketing campaigns that align with sustainability goals and drive a competitive advantage in the eco‐tourism sector. The study advances the application of neuromarketing to sustainable business strategies, demonstrating how visual cues foster green purchasing decisions and support corporate environmental responsibility.