The Green Brain Model: A Neurobehavioral Framework for Sustainable Consumption in Emerging Markets

Sustainable consumption is an important aspect in the global agenda for development, but in emerging markets, behavioral adoption is still low compared to awareness and intention. Although previous studies have focused on the role of marketing communication and digital engagement in this context, there is a lack of consideration for the psychological aspects. This study proposes a conceptual framework, termed the Green Brain Model (GBM), to account for the process of sustainable consumer decisio