"The Limits of Nudging": A Case Study on Nudge-based Interventions in E-commerce Sustainability
(2023) In IIIEE Master Thesis IMEM02 20231The International Institute for Industrial Environmental Economics
- Abstract
- Modern consumerism and overconsumption in e-commerce have profound ecological ramifications,
necessitating the adoption of pro-environmental behavior. Imagine a world where sustainable choices
are seamlessly integrated into our online shopping experience. Nudging is a powerful tool that holds
the key to transforming consumer behavior and promoting sustainable online shopping. However,
there is a critical gap in understanding which nudges are most effective in encouraging sustainable
shopping behavior. While previous research focused primarily on health contexts, this study examines
the efficiency of digital nudges in the environmental field, specifically within the context of Sweden.
The focal point of this research is Apotea, a... (More) - Modern consumerism and overconsumption in e-commerce have profound ecological ramifications,
necessitating the adoption of pro-environmental behavior. Imagine a world where sustainable choices
are seamlessly integrated into our online shopping experience. Nudging is a powerful tool that holds
the key to transforming consumer behavior and promoting sustainable online shopping. However,
there is a critical gap in understanding which nudges are most effective in encouraging sustainable
shopping behavior. While previous research focused primarily on health contexts, this study examines
the efficiency of digital nudges in the environmental field, specifically within the context of Sweden.
The focal point of this research is Apotea, a leading Swedish e-commerce platform, providing a
real-world setting to investigate the impact of nudging on consumer choices. The study sought to gain
insights into the effectiveness of digital nudges by conducting a literature review, a nudge experiment,
and an interview with a sustainability professional at Apotea. Surprisingly, the findings challenge
conventional assumptions about nudging's impact on pro-environmental behavior. The study reveals
minimal to no impact of nudges on influencing consumer decisions. This raises intriguing questions
about the true effectiveness of nudges or if it was the role of experimental conditions. This research also
unearths the complexities and challenges associated with implementing nudging strategies for
sustainable consumption in an e-commerce website. It emphasizes the need for a comprehensive
approach, collaborative efforts, and the integration of sustainability goals, going beyond nudging
alone. Moreover, the study sheds light on the issue of greenwashing, emphasizing the importance of
genuine green marketing strategies. Companies are urged to adopt green marketing as an integral part
of their overall marketing efforts, driving meaningful change and promoting sustainable behavior. To
empower companies and policymakers, this study proposes a practical nudge roadmap that guides the
incorporation of nudging into long-term sustainability and marketing strategies. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9133286
- author
- Purushothaman, Athulya LU
- supervisor
- organization
- course
- IMEM02 20231
- year
- 2023
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Pro-Environmental Behavior, Nudge, E-Commerce, Digitization, Digital Nudges, Consumer Behavior, Digital Marketing
- publication/series
- IIIEE Master Thesis
- report number
- IIIEE Theses 2023:27
- ISSN
- 1401-9191
- language
- English
- id
- 9133286
- date added to LUP
- 2023-08-01 12:54:12
- date last changed
- 2023-08-01 12:54:12
@misc{9133286, abstract = {{Modern consumerism and overconsumption in e-commerce have profound ecological ramifications, necessitating the adoption of pro-environmental behavior. Imagine a world where sustainable choices are seamlessly integrated into our online shopping experience. Nudging is a powerful tool that holds the key to transforming consumer behavior and promoting sustainable online shopping. However, there is a critical gap in understanding which nudges are most effective in encouraging sustainable shopping behavior. While previous research focused primarily on health contexts, this study examines the efficiency of digital nudges in the environmental field, specifically within the context of Sweden. The focal point of this research is Apotea, a leading Swedish e-commerce platform, providing a real-world setting to investigate the impact of nudging on consumer choices. The study sought to gain insights into the effectiveness of digital nudges by conducting a literature review, a nudge experiment, and an interview with a sustainability professional at Apotea. Surprisingly, the findings challenge conventional assumptions about nudging's impact on pro-environmental behavior. The study reveals minimal to no impact of nudges on influencing consumer decisions. This raises intriguing questions about the true effectiveness of nudges or if it was the role of experimental conditions. This research also unearths the complexities and challenges associated with implementing nudging strategies for sustainable consumption in an e-commerce website. It emphasizes the need for a comprehensive approach, collaborative efforts, and the integration of sustainability goals, going beyond nudging alone. Moreover, the study sheds light on the issue of greenwashing, emphasizing the importance of genuine green marketing strategies. Companies are urged to adopt green marketing as an integral part of their overall marketing efforts, driving meaningful change and promoting sustainable behavior. To empower companies and policymakers, this study proposes a practical nudge roadmap that guides the incorporation of nudging into long-term sustainability and marketing strategies.}}, author = {{Purushothaman, Athulya}}, issn = {{1401-9191}}, language = {{eng}}, note = {{Student Paper}}, series = {{IIIEE Master Thesis}}, title = {{"The Limits of Nudging": A Case Study on Nudge-based Interventions in E-commerce Sustainability}}, year = {{2023}}, }