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2026
III International Bioeconomy Forum: Special Issue

VI-SEKSIYA -SIRKULYAR IQTISODIYOT VA IJTIMOIY ADOLAT: TENGSIZLIKNI KAMAYTIRISH VA KAMBAGʻALLIKNI TUGATISH YOʻLIDA

SIRKULYAR IQTISODIYOT TAMOYILLARI ASOSIDA MASʼULIYATLI ISTEʼMOLNI RAGʻBATLANTIRISHDA NEYROMARKETING STRATEGIYALARIDAN FOYDALANISH

DOI 10.67668/mj/2026issmaxsus/2084 Pages 285-296

Published 2026-09-25

Authors
Saminjonov Nurilloxon Abdubanno oʻgʻli
Affiliation
Tashkent State University of Economics image/svg+xml
III Bioiqtisodiyot xalqaro forumi, Buxoro, 24-25-sentabr 2026
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Abstract

The article examined the theoretical foundations and practical directions of using neuromarketing strategies to stimulate responsible consumption based on circular economy principles. The author combined electroencephalography, eye tracking and the implicit association test with the nudge concept and systematised the mechanisms of eco-label salience, packaging design for reuse, social norm messaging and default options for repair and return. Household waste generation, its recycling rate and retail trade turnover in Uzbekistan were assessed using official sources. A conceptual model linking neuromarketing diagnostics, nudge instruments and circular outcomes was proposed together with an integral indicator of stimulus effectiveness. The analysis showed that neurophysiological measures allowed stimuli supporting responsible choice to be pretested before launch. Principles for the ethical application of neuromarketing and practical proposals were substantiated. The findings are of practical importance for retail chains, manufacturers and research institutions.

Keywords

neuromarketing, responsible consumption, circular economy, nudge, eco-label, social norm, default option, neuroethics

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