Received:
2026-02-15 | Accepted:
2026-05-06 | Published:
2026-06-30
Title
Holistic neuromarketing as a conceptual framework for stakeholder behaviour and communication in environmental and resource-based projects
Abstract
This study addresses the need to understand better stakeholder behaviour and communication processes in environmental and resource-based projects, where social acceptance and securing a social licence to operate are critical to project success. Traditional marketing approaches, although effective in coordinating organisational activities, often fail to capture the cognitive and emotional mechanisms that influence stakeholder decision-making under conditions of uncertainty and perceived risk. This paper aims to develop a conceptual framework of holistic neuromarketing that integrates holistic marketing principles with insights from neuroscience. The study is based on a conceptual research design that uses a systematic literature review, theoretical abstraction, and conceptual modelling. The proposed framework captures the relationships between communication inputs, cognitive-emotional processing, perceived risk, trust formation, and stakeholder behavioural responses. The findings indicate that integrating neuromarketing into holistic marketing enhances the analytical capacity of traditional frameworks by incorporating subconscious and affective dimensions of behaviour. The framework provides a structured basis for improving communication effectiveness, reducing stakeholder resistance, and supporting stakeholder acceptance, while also highlighting ethical considerations. The study contributes to interdisciplinary research and offers a foundation for future empirical investigation.
Keywords
holistic neuromarketing, stakeholder behaviour, stakeholder communication, environmental projects, risk perception
JEL classifications
M31
URI
http://jssidoi.org/jesi/article/6663
DOI
Pages
419-429
Funding
This paper was published as an output of the project VEGA 1/0392/23: Changes in the approach to creating distribution management concepts for companies affected by the impacts of social and economic crises caused by the global pandemic and increased security risks, no. V- 23-230-00 of the University of Economics in Bratislava.
This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License
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