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