Encouraging Sustainable Packaging Choices: The Impact of Nudging on Online Shoppers’ Decision for Reusable Packaging
(A2024-119782)

AUTHORS

Thomas Wozniak, Institute of Communication and Marketing, Lucerne School of Business; Mirjam Stieger, Institute of Communication and Marketing, Lucerne School of Business; Simone Griesser, Institute of Communication and Marketing, Lucerne School of Business; Somara Gantenbein, University of Applied Sciences and Arts Northwestern Switzerland, Institute for Market Supply and Consumer Decision-Making; Dorothea Schaffner, School of Applied Psychology

ABSTRACT

This paper analyses how different types of nudges affect online shoppers' choice of reusable packaging. Drawing on data from an online experiment with 1,197 Swiss consumers, the results show that three nudges positively affect the reusable packaging choice: 1) the combination of default with sustainable cart reminder, 2) no additional cost info, and 3) visual process icon. This effect is stronger for individuals with lower sustainability values than for those with higher sustainability values. The study demonstrates that consumer packaging choices in e-commerce can be positively influenced towards more sustainable alternatives through nudging. The results further indicate that visual nudges are more effective than text-based nudges and that combining different nudge categories can be more effective than relying on single nudge categories. Since the effectiveness of nudges depends on their type and the subgroup of consumers, they should be implemented dynamically to be successful.