Empowering Consumers to Make Environmentally Sustainable Online Shopping Decisions: A Digital Nudging Approach

dc.contributor.author Michels, Leonard
dc.contributor.author Ochmann, Jessica
dc.contributor.author Günther, Sebastian A.
dc.contributor.author Laumer, Sven
dc.contributor.author Tiefenbeck, Verena
dc.date.accessioned 2021-12-24T18:02:00Z
dc.date.available 2021-12-24T18:02:00Z
dc.date.issued 2022-01-04
dc.description.abstract An ever-increasing share of people is using online shopping to satisfy their consumer needs. This has led to a vivid discussion regarding the environmental sustainability of e-commerce that also emphasized the role that consumer's decisions can play in mitigating its negative impacts. However, while many individuals state that they are willing to act more sustainably, they often struggle to follow through with their `green' intentions. We propose digital nudging as an approach to encourage environmentally sustainable online shopping decisions and empower consumers to act in line with their intentions. In an online experiment with 323 participants, we evaluate the effectiveness of three different nudging interventions (defaults, active choice, and self-nudging) to promote environmentally sustainable shipping options in an online store and assess the consumers' ethics and empowerment perceptions of the nudges. We find that all nudges are effective in changing decisions, but default nudges lead to negative perceptions among consumers.
dc.format.extent 10 pages
dc.identifier.doi 10.24251/HICSS.2022.574
dc.identifier.isbn 978-0-9981331-5-7
dc.identifier.uri http://hdl.handle.net/10125/79911
dc.language.iso eng
dc.relation.ispartof Proceedings of the 55th Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject Human-centricity in a Sustainable Digital Economy
dc.subject digital nudging
dc.subject e-commerce
dc.subject empowerment
dc.subject green is
dc.subject sustainability
dc.title Empowering Consumers to Make Environmentally Sustainable Online Shopping Decisions: A Digital Nudging Approach
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