多模态环境刺激下可持续消费决策的脑电研究OA

To assess changes in consumers'emotions before and after exposure to multimodal en-vironmental stimuli and construct a more precise sustainable consumption decision-making mod-el,physiological and psychological measurements were conducted on 36 participants.Specifically,by comparing consumers'electro encephalo gram(EEG)signals and behavioral choices under posi-tive,neutral,and negative emotional states,the impact of emotions on the willingness to purchase sustainable clothing was explored.The results show that although slight differences were ob-served between objective indicators and subjective evaluations,both confirmed that significant changes in consumers'emotions occurred in different environmental spaces;spaces with a high degree of naturalness were found to have a more positive impact on consumers'mood than heavily polluted ones;and higher purchase willingness was exhibited by consumers in negative environ-ments.The experimental findings provide a reference for understanding the impact of consumers'emotional changes on the willingness to purchase sustainable clothing and offer empirical evidence for promoting sustainable consumption behavior through environmental interventions.