Neuromarketing and Sustainability: Understanding Implicit Bias to Promote Sustainable Eating Habits

This study aims to evaluate the added value of neuromarketing techniques, specifically the Implicit Association Test (IAT), in analyzing consumer implicit biases toward sustainability foods, particularly insects. While edible insects are part of the culinary tradition in many Eastern countries, their consumption remains limited in Western cultures. Despite the well-known environmental and sustainability benefits of such foods, various studies have demonstrated that strong cultural barriers hinder their adoption.By testing 200 participants through explicit questionnaires and the IAT, this research highlights the differences and convergences between these two methodologies in understanding consumer perceptions of edible insects. The results reveal a convergence between explicit and implicit attitudes, emphasizing the strength of implicit biases. The IAT proves to be a fundamental tool in accessing the unconscious dimensions of perception, providing valuable insights for marketing strategies aimed at promoting sustainable food choices.