Inspiring Green Consumer Choices Leverage Neuroscience to Reshape Marketplace Behavior

"Marketers are increasingly recognizing the value of viewing consumer behavior through the lenses of neuroscience and behavioral economics. This ground-breaking new book extends the application of such insights to the problem of encouraging sustainable consumption. A must read." ("Carla Nagel, Executive Director, Neuromarketing Science and Business Association")
"A practical guide that could help mitigate the impact of the traditional consumer economy on the planet through changes in consumer behavior." ("Manuel Garcia-Garcia, PhD Global Lead of Neuroscience, Ipsos")
"This book will help anyone in the business of marketing and selling understand the reasons for this gap in consumers' good green intentions and their actual behavior, so they can develop ways to overcome it." ("Darren Bridger, Chief Research Officer at CloudArmy and author of Neuro Design")
"In this terrific new book, Michael E. Smith applies his deep knowledge of both brain science and consumer behavior to answer one of the most challenging questions of our time: how can we change the mental models that guide consumer behavior to encourage more sustainable and environmentally-friendly choices in the marketplace?" ("Stephen Genco, author of Intuitive Marketing and Neuromarketing for Dummies")
"Finally, an accessible volume on the subject of human decision making and its precarious impact on the climate crisis A must-read for students, companies and policymakers who wish to understand the brain and how this information can help mitigate barriers to a greener world." ("Kimberly Rose Clark Ph.D, Dartmouth College, Bellwether Citizen Response barriers to a greener world")