论文标题
有意识的贸易 - 数字化和可持续的电子商务购买决策
Conscious Commerce -- Digital Nudging and Sustainable E-commerce Purchase Decisions
论文作者
论文摘要
通过具有成本效益的电子商务扩大的所谓“快速时尚”消费构成了对气候变化产生负面影响的主要因素。最近著名的策略激励消费者做出更可持续的决策，这是数字化的纽约。本文探讨了在绿色时尚电子商务背景下数字化纽约的能力。为此，在绿色时尚购买的实验环境中测试了数字默认和社会规范。进行了在线实验（n = 320），模拟了在线零售方案。结果未能显示出统计上显着的策略和购买决策之间的统计学意义。但是，探索性分析显示了轻推的结合起来的效果，因此揭示了迄今为止，迄今为止，参与者的识别对数字裸露策略的有效性的影响。因此，这项研究有助于数字化文献，并通过有关电子商务中有效选择体系结构的新见解为实践提供了信息。
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.
