شناسنامه نشریه

This paper investigates the critical nexus between neuromarketing insights and the long-term financial resilience of green small and medium-sized enterprises (SMEs). While contemporary neuromarketing research has extensively documented its ability to decode consumer attention, emotion, and purchase motivation, its strategic contribution to the tangible financial outcomes and sustainability of green SMEs remains significantly under-explored. This study addresses this gap by proposing a conceptual framework that integrates neuro-consumer behavior with corporate financial performance. Drawing on a conceptual review of multidisciplinary literature, the study develops a framework explaining how neuro-consumer insights indirectly contribute to financial resilience in green SMEs. The findings reveal that neuromarketing does not function as a direct driver of liquidity; instead, it acts as a cognitive catalyst that optimizes marketing efficiency, consumer engagement, and brand loyalty. These psychological optimizations facilitate superior marketing performance, which subsequently strengthens cash-flow stability, reinvestment capacity, and the ability to adapt to market uncertainties. Furthermore, the study identifies critical research frontiers, including the necessity for longitudinal empirical evidence and the development of cost-effective neuro-tools tailored for resource-constrained green SMEs. By bridging the divide between neuro-sensory stimuli and financial sustainability metrics, this research provides a theoretical roadmap for managers and scholars to leverage neuromarketing as a strategic capability for fostering resilient and financially sustainable green enterprises.

Neuromarketing; Green SMEs; Financial Sustainability; Financial Resilience; Consumer Behavior