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Abstract

This study examines the application of complex-systems modeling to neuromarketing data for gaining deeper insights into the mechanisms underlying sustainable consumer behavior. It investigates how neural and biometric responses, interpreted through a systems-based perspective, can uncover dynamic interactions, feedback mechanisms, and emergent behavioral patterns influencing sustainable purchase decisions. The research explores the impact of sustainability-oriented marketing stimuli on long-term behavioral intentions by emphasizing the interconnected roles of cognitive processing, emotional engagement, implicit associations, and collective consumer dynamics. Through simulation-based modeling and structural analysis, the study demonstrates how subconscious neural responses and affective mechanisms mediate the relationship between marketing interventions, consumer perceptions, and sustainable consumption outcomes. The findings indicate that consumer behavior can be understood as an adaptive network system, where individual responses to sustainability cues interact and accumulate to shape broader eco-conscious consumption trends. This research offers valuable theoretical and practical contributions by providing marketers and organizations with a framework that integrates neuromarketing insights with complex-systems theory, enabling the development of more effective strategies to foster sustainable decision-making and long-term pro-environmental behaviors.

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