Conscious Consumerism: On the Interaction between Different Design Elements in E-Commerce to Promote Green Purchasing Behaviors

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dc.contributor.authorHorneber, David
dc.contributor.authorKaiser, Carolin
dc.contributor.authorUnfried, Matthias
dc.contributor.authorSchallner, Rene
dc.contributor.authorLaumer, Sven
dc.date.accessioned2024-12-26T21:07:58Z
dc.date.available2024-12-26T21:07:58Z
dc.date.issued2025-01-07
dc.description.abstractThis study investigates the interaction between different design elements in e-commerce to promote green purchasing behavior. Specifically, we analyze the reinforcing effect between an eco-rating label and a sustainable sorting option. Furthermore, we study whether sponsored articles positioned at the top of product lists, counteract the effects of these design elements. Finally, we examine the effectiveness of a self-nudge that encourages consumers to sort for green products as an ethical alternative to traditional persuasive design elements. We conducted a survey-based online experiment with 1096 participants to assess the effects of the different design elements in influencing green purchasing decisions. Our findings reveal no reinforcing effect of a sustainable sorting option, no opposing effect of the sponsored article placement, and only a weak effect of the self-nudge. Our study extends the literature on persuasive design elements in e-commerce and guides e-commerce providers on using them in their online stores.
dc.format.extent10
dc.identifier.doi10.24251/HICSS.2025.507
dc.identifier.isbn978-0-9981331-8-8
dc.identifier.otherd2d0e48a-5c53-420d-b20e-0e031704c95e
dc.identifier.urihttps://hdl.handle.net/10125/109352
dc.relation.ispartofProceedings of the 58th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectElectronic Marketing
dc.subjectdigital nudging, e-commerce, persuasive design, sustainable consumption
dc.titleConscious Consumerism: On the Interaction between Different Design Elements in E-Commerce to Promote Green Purchasing Behaviors
dc.typeConference Paper
dc.type.dcmiText
prism.startingpage4228

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