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RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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ID R30-03156

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Liburkina L. M.

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The Impact of Cognitive Biases on Environmental and Ethical Consumer Choices in the Context of Sustainable Society Development
Bazetska H. I.

Bazetska, Hanna I. (2026) “The Impact of Cognitive Biases on Environmental and Ethical Consumer Choices in the Context of Sustainable Society Development.” Business Inform 5:758–758.

Section: Management and Marketing

Article is written in Ukrainian
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UDC 330.131.7:159.923.2:316.6

Abstract:
The article examines a relevant scientific problem associated with the existence of the attitude-behavior gap in green consumption, which remains under-researched in the domestic scientific discourse, particularly regarding the complex impact of psychological barriers on consumer choice architecture in real market conditions. The aim of the article is to conduct a comprehensive analysis and quantification of the impact of latent cognitive biases on environmental and ethical consumer choices to identify key behavioral barriers hindering the implementation of sustainable development goals. The methodological framework of the study is based on the integration of behavioral economics tools and modern data mining techniques. The empirical database was formed through the author’s online survey of 68 respondents in the city of Kharkiv, using descriptive statistics for the primary evaluation of dominant cognitive biases and multidimensional cluster analysis based on self-organizing Kohonen maps (SOM) for subsequent sample typing. The research results allowed for identifying and systematizing key consumer biases (status quo effect, packaging effect, social norms, loss aversion, etc.). Based on neural network modeling, three stable behavioral consumer types with specific cognitive sensitivity profiles were identified for the first time: "Conformists" oriented toward social signals, "Rationalizers" using self-justification mechanisms, and "Cynical Consumers" demonstrating high skepticism toward eco-brands. The scientific novelty of the findings lies in developing a differentiated approach to analyzing consumer choice architecture, proving the heterogeneity of cognitive barriers and refuting the efficiency of universal information campaigns. The practical value of the study lies in substantiating the feasibility of designing tailored communication strategies in sustainable marketing, social entrepreneurship, and public policy aimed at overcoming specific mental traps in consumer perception.

Keywords: cognitive biases; behavioral economics; consumer behavior; sustainable development; ethical consumption; cluster analysis; Kohonen map.

Fig.: 3. Tabl.: 3. Bibl.: 16.

Bazetska Hanna I. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics and Marketing, O. M. Beketov National University of Urban Economy in Kharkiv (17 Chornohlazivska Str., Kharkіv, 61002, Ukraine)
Email: [email protected]

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