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"The Limits of Nudging": A Case Study on Nudge-based Interventions in E-commerce Sustainability

Purushothaman, Athulya LU (2023) In IIIEE Master Thesis IMEM02 20231
The 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:
author
Purushothaman, Athulya LU
supervisor
organization
course
IMEM02 20231
year
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}},
}