How Far Are You from Being Green?:Identifying Green Consumer Entities at Events Using Event-related Potential Technology
With the increasingly severe global climate change and environmental issues,low-carbon green development has become an urgent global necessity.It is focused on green event activities,the 2022 Beijing Winter Olympics is used as the experimental backdrop.Event-related potential(ERP)technology is employed to analyze brainwave data from 35 participants,combined with Bayesian learning theory,to study changes in participants'decision-making under different informational backgrounds(no background information,viewing promotional images,watching environmental videos),aiming to reveal the neural cognitive mechanisms behind the"intention-decision"inconsistency in green behavior decisions.This methodology not only aids in identifying consumers with a low-carbon environmental awareness but also offers a new perspective on understanding the decision-making mechanisms of the general audience in green event activities.The results are significant for promoting sustainable development of green events and deepening the understanding of environmental behaviors,potentially providing a scientific basis for green marketing strategies and environmental policy formulation.
green event consumer entitiesevent-related potentials(ERP)technologyBayesian learning theory
万方数据
维普
