Consumer Decision-Making in Food Choices: The Role of Health, Environmental Awareness, and Sustainability

Consuming fast food draws consumers’ attention to emerging issues related to such consumption. Namely, the consumption of fast food affects environmental sustainability, healthy living, and other sustainable activities. The main objective of this study is to explore how environmental awareness, healthy living, and sustainability-oriented fast-food stimuli may influence neurophysiological response patterns during food-related cognitive processing. Eighteen voluntary subjects, aged 19 to 53 years, who frequently consume fast food and have no physical or mental disorders, took part in the experiment. An experiment was conducted in which data were collected using Electroencephalography (EEG) and analyzed with WinEEG. The waves detected from brain activity signals were digitally converted to data using WinEEG. The resulting digital data was further analyzed using Detrended Fluctuation Analysis, Neural Networks (NN) algorithms, and K Nearest Neighbors (k-NN) algorithms. Herewith, the findings suggest that fast-food-related visuals associated with healthy living may elicit stronger patterns of cognitive engagement among participants. The findings provide exploratory insights into implicit cognitive engagement associated with healthy-living and sustainability-related fast-food stimuli. Additionally, the discussion helps in understanding sustainability-oriented food perception and consumer neuroscience research.