The nudge influence on choosing sustainable options in online shopping

The research aimed to understand better the effect of different nudges on consumer behavior in an online shopping context, specifically regarding the choice of sustainable options. An experimental study tested the impact on participants’ choice of four distinct types of nudges: Default, Social Norms, Information, and Visual Salience.

The results showed that Social Norms and Visual Salience nudges can significantly affect consumer behavior when it comes to promoting sustainable choices. Furthermore, it was observed that individuals with a higher level of concern about ethical consumption issues tend to be more influenced by nudges, which suggests that this factor should be considered when planning this type of intervention. Overall, the results show that nudges can be a valuable tool for promoting sustainable choices in online shopping contexts, especially when considering the profile of target consumers.