Neuromarketing and Sustainability as a Competitive Advantage in the International Market: The Case of Zouri

Abstract

The growing importance of sustainability has significantly influenced consumer behaviour and transformed the way companies compete in international markets. At the same time, neuromarketing has emerged as an innovative approach to understanding the emotional and cognitive processes that shape purchasing decisions. This study aims to analyse how sustainability and neuromarketing contribute to the creation of competitive advantage in international markets, using the case study of Zouri Shoes, a Portuguese sustainable footwear brand that transforms marine plastic waste into environmentally responsible products. A qualitative methodology based on literature review and case study analysis was adopted. The research examines the relationship between sustainable marketing, consumer behaviour, emotional engagement, and competitive differentiation, with particular attention to the role of neuromarketing in interpreting consumer responses to sustainability-oriented communication strategies. The findings indicate that sustainability is a central component of Zouri’s value proposition and a key driver of brand differentiation. The brand’s communication strategy incorporates emotional storytelling related to environmental protection and ocean preservation, aligning with neuromarketing principles. These elements enhance consumer engagement, strengthen brand loyalty, and support international competitiveness. The study concludes that integrating sustainability and neuromarketing creates a powerful mechanism for value creation and differentiation in competitive international markets.