In this manuscript, the authors aim to explore sustainable consumer behaviour during shopping at a self-service store with fast-moving consumer goods (FMCG). An innovative combination of virtual reality (VR) equipment and an electroencephalogram (EEG) was used in the study. The objective of the study was to gather information as to how consumers make shopping decisions when buying fast-moving consumer goods (FMCG). The studies conducted so far have used either VR or EEG. To the best knowledge of the authors, no results of a study from the FMCG sector using both these devices simultaneously have ever been published. The results of the pilot studies are presented in the paper. The presented results constitute a part of a wider research project within the scope of which a triangulation of the research methods was used, enabling deeper analyses to be conducted of conscious and non-conscious aspects of the study subjects. The authors analysed primary data indicative of sustainable consumer behaviour. Descriptive statistics, including such measures as a mean value, standard deviation, and correlation analysis, as well as the Valence/Arousal Index, were used. The conducted studies provided knowledge of sustainable behaviour for two types of consumers – non-routine and considerate. Moreover, emotion indicators for FMCG products were defined, out of which the highest satisfaction was recorded for salmon as a product.

The popularity of video games means that methods are needed to assess their content in terms of player satisfaction right from the production stage. For this purpose, the indicators used in EEG studies can be used. This publication presents a method that has been developed to determine whether a person likes an arcade game. To this end, six different indicators to measure consumer involvement in a video game using the EEG were compared, among others. The study was conducted using several different games created in Unity based on the observation (n=31) of the respondents. EEG has been used to select the most suitable indices studied.

This article presents virtual reality research findings on customer emotions, product choice, store time, and distance traveled. Advanced tools, such as virtual reality and EEG technology, were used, as well as both qualitative and quantitative approaches. Data is primarily derived from participants contributing to a broader research project that analyzes both conscious and unconscious aspects. The study revealed that emotions significantly impact purchases in vegetables, fast food, and baked goods sections, with correlations to customer distance in the virtual store. The study is limited by the high data collection cost restricting the sample size. Nevertheless, these findings can guide future researchers interested in this technology. Store managers can leverage these insights to enhance sales strategies and store layouts, aiding customer decision-making. This study attempts to provide a fresh perspective on the research problem by integrating virtual reality (VR) and electroencephalogram (EEG) equipment in the Fast-Moving Consumer Goods (FMCG) sector, offering new results that have not been previously published.