Skip to content
DraconiticResearch
Search Sources API
203,234 studies31 sourcesUpdated 9 min ago
Peer-reviewedCC BY 4.0PLOS One

Understanding the intention-behavior gap in brain decisions on green express packaging: An ERP study

  • Zhenshui Yan1
  • Tianbo Wang2
  • Shuwei Wang
  • Wei Lyu
  1. 1School of Economics and Management, Shenyang Aerospace University, Shenyang, China
  2. 2School of Economics and Management, Anhui Polytechnic University, Wuhu, China
Open at sourcePDFDOICite

Abstract

Accelerating the green transformation of express packaging is crucial for sustainable logistics. This study combines behavioral experiments with event-related potential (ERP) technology to explore the interactive effects of green advertising appeals and price premiums on consumers’ willingness to pay for green express packaging. Behavioral results reveal that price premium act as a primary structural barrier, with consumers’ green choices decreasing significantly as costs increase. The ERPs data uncover the underlying psychological conflict during decision-making: in the early stage, high price premium elicited larger N2 amplitudes, reflecting increased cognitive conflict. Notably, egoistic appeals triggered the most pronounced N2 conflict under high-cost conditions. In the late evaluative stage, altruistic appeals significantly enhanced LPP amplitudes under low-premium conditions, reflecting higher motivational significance and moral satisfaction. However, this effect was neutralized as costs crossed a psychological threshold. These findings suggest that green advertising’s regulatory potential is strictly anchored by economic costs. This study provides a neurophysiological perspective for optimizing pricing and marketing strategies in digital green logistics.

Related

  1. Running to Their Fates: Neural Crest and Placode Migratory Behavior and Cell Fate Decisions
    Junpeng Gao, Hugo A. Urrutia, Marianne E. Bronner
    Cold Spring Harbor Perspectives in BiologyPreprintLicence not statedFull text2 citedCell biologyPMC
  2. A Social Affordance Framework for Understanding Approach Decisions in Wild Crested Macaques ( Macaca nigra )
    Adam Provin, Fannie Beurrier, Muhamad Julfikram Bawimbang +4
    HALPreprintCC BY-NC-ND 4.0Full textGeneral biologyHAL
  3. Short-video content perceptions, intention, and self-reported behavior in special forces-style tourism: Evidence from Chinese generation Z university students
    Hongjing Mo, Min Wei, Jingyu Liu
    PLOS OnePeer-reviewedCC BY 4.0Full textGeneral biologyStatisticsPLOSPMC
  4. Some love them, others hate them: Understanding farmers' tree planting decisions in Scotland
    Albert Mvula, Katrin Prager, Josie Geris
    People and NaturePeer-reviewedCC BYFull text2 citedEcologyDOAJ
  5. A brain-behavior generative model links individual brain dynamics to perceptual decisions
    C. Wang, G. Yang, S. Wang +1
    bioRxivPreprintCC BY-NC-NDFull textNeurosciencebioRxiv

Cite

BibTeXRIS
BibTeX
@article{yan2026understanding,
  title = {{Understanding the intention-behavior gap in brain decisions on green express packaging: An ERP study}},
  author = {Zhenshui Yan and Tianbo Wang and Shuwei Wang and Wei Lyu},
  journal = {PLOS One},
  year = {2026},
  month = sep,
  doi = {10.1371/journal.pone.0355783},
  url = {https://doi.org/10.1371/journal.pone.0355783},
  note = {CC BY 4.0},
}
RIS
TY  - JOUR
TI  - Understanding the intention-behavior gap in brain decisions on green express packaging: An ERP study
AU  - Zhenshui Yan
AU  - Tianbo Wang
AU  - Shuwei Wang
AU  - Wei Lyu
PY  - 2026
DA  - 2026/09/21
JO  - PLOS One
DO  - 10.1371/journal.pone.0355783
UR  - https://doi.org/10.1371/journal.pone.0355783
AB  - Accelerating the green transformation of express packaging is crucial for sustainable logistics. This study combines behavioral experiments with event-related potential (ERP) technology to explore the interactive effects of green advertising appeals and price premiums on consumers’ willingness to pay for green express packaging. Behavioral results reveal that price premium act as a primary structural barrier, with consumers’ green choices decreasing significantly as costs increase. The ERPs data uncover the underlying psychological conflict during decision-making: in the early stage, high price premium elicited larger N2 amplitudes, reflecting increased cognitive conflict. Notably, egoistic appeals triggered the most pronounced N2 conflict under high-cost conditions. In the late evaluative stage, altruistic appeals significantly enhanced LPP amplitudes under low-premium conditions, reflecting higher motivational significance and moral satisfaction. However, this effect was neutralized as costs crossed a psychological threshold. These findings suggest that green advertising’s regulatory potential is strictly anchored by economic costs. This study provides a neurophysiological perspective for optimizing pricing and marketing strategies in digital green logistics.
SN  - 1932-6203
ER  -