---
_id: '37175'
abstract:
- lang: eng
text: So-called 'fast fashion' consumption, amplified through cost-effective e-commerce,
constitutes a major factor negatively impacting climate change. A recently noted
strategy to motivate consumers to more sustainable decisions is digital nudging.
This paper explores the capability of digital nudging in the context of green
fashion e-commerce. To do so, digital default and social norm nudges are tested
in an experimental setting of green fashion purchases. An online experiment (n=320)
was conducted, simulating an online retail scenario. Results failed to show statistically
significant relationships between nudging strategies and purchase decisions. However,
explorative analyses show a backfiring effect for the combination of nudges and
thus, reveal a hitherto neglected impact of participants' identification on the
effectiveness of the digital nudging strategies. Consequently, this study contributes
to digital nudging literature and informs practice with new insights on effective
choice architectures in e-commerce.
author:
- first_name: Milad
full_name: Mirbabaie, Milad
id: '88691'
last_name: Mirbabaie
- first_name: Julian
full_name: Marx, Julian
last_name: Marx
- first_name: Johanna
full_name: Germies, Johanna
last_name: Germies
citation:
ama: 'Mirbabaie M, Marx J, Germies J. Conscious Commerce - Digital Nudging and Sustainable
E-commerce Purchase Decisions. In: ACIS 2021 Proceedings. ; 2021. doi:10.48550/ARXIV.2202.08696'
apa: Mirbabaie, M., Marx, J., & Germies, J. (2021). Conscious Commerce - Digital
Nudging and Sustainable E-commerce Purchase Decisions. ACIS 2021 Proceedings.
https://doi.org/10.48550/ARXIV.2202.08696
bibtex: '@inproceedings{Mirbabaie_Marx_Germies_2021, title={Conscious Commerce -
Digital Nudging and Sustainable E-commerce Purchase Decisions}, DOI={10.48550/ARXIV.2202.08696},
booktitle={ACIS 2021 Proceedings}, author={Mirbabaie, Milad and Marx, Julian and
Germies, Johanna}, year={2021} }'
chicago: Mirbabaie, Milad, Julian Marx, and Johanna Germies. “Conscious Commerce
- Digital Nudging and Sustainable E-Commerce Purchase Decisions.” In ACIS 2021
Proceedings, 2021. https://doi.org/10.48550/ARXIV.2202.08696.
ieee: 'M. Mirbabaie, J. Marx, and J. Germies, “Conscious Commerce - Digital Nudging
and Sustainable E-commerce Purchase Decisions,” 2021, doi: 10.48550/ARXIV.2202.08696.'
mla: Mirbabaie, Milad, et al. “Conscious Commerce - Digital Nudging and Sustainable
E-Commerce Purchase Decisions.” ACIS 2021 Proceedings, 2021, doi:10.48550/ARXIV.2202.08696.
short: 'M. Mirbabaie, J. Marx, J. Germies, in: ACIS 2021 Proceedings, 2021.'
date_created: 2023-01-17T16:11:08Z
date_updated: 2023-01-18T08:03:05Z
doi: 10.48550/ARXIV.2202.08696
language:
- iso: eng
publication: ACIS 2021 Proceedings
status: public
title: Conscious Commerce - Digital Nudging and Sustainable E-commerce Purchase Decisions
type: conference
user_id: '80546'
year: '2021'
...