The main aim of the present study was to analyze implicit consumers’ responses tosustainability issues in a luxury fashion context, during the customer exploration of thestore (in-store condition) of a well-known British fashion brand. Cortical EEG activitywas assessed in 16 fashion-luxury consumers with a different sustainability orientation,in order to obtain insight on implicit dynamic towards eco-luxury products. Functionalmeaning of difference frequency EEG bands was analyzed to gain an insight oncognitive and emotional neurophysiological responses. Results highlighted an increase oftheta band in right temporo-parietal brain regions suggesting an emotional negativeimpact elicited by sustainability pictures. Specifically, this effect was higher in the groupof non-sustainability-oriented people, perhaps depending on the novelty of the stimulieither a lower sensitivity to social and environmental impact of fashion luxury industry.This study provides initial evidence about cortical oscillations and implicit emotionalresponses in luxury consumers during stimulation with sustainable images.
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