Modern Methods of Sustainable Behaviour Analysis—The Case of Purchasing FMCG

In this manuscript, the authors aim to explore sustainable consumer behaviour during shopping at a self-service store with fast-moving goods (FMCG). An innovative combination of virtual reality (VR) equipment and an electroencephalogram (EEG) was used in study. The objective study gather information as how consumers make decisions when buying studies conducted so far have either VR or EEG. To best knowledge authors, no results from FMCG sector using both these devices simultaneously ever been published. pilot are presented paper. constitute part wider research project within scope which triangulation methods used, enabling deeper analyses be conscious non-conscious aspects subjects. analysed primary data indicative behaviour. Descriptive statistics, including such measures mean value, standard deviation, correlation analysis, well Valence/Arousal Index, were used. provided for two types – non-routine considerate. Moreover, emotion indicators products defined, out highest satisfaction recorded salmon product.