OZR Backup mandate: The use of information provision as green nudging techniques: do they work to promote pro-environmental behavior in the online purchasing process? (OZR4005)

The development of e-commerce has undeniably created significant logistic and environmental challenges, especially in the last-mile delivery. Additionally, customers are becoming more and more demanding in areas such as delivery speed, delivery cost, and delivery location, putting further strain on the environment and last- mile challenges. As a society, we only pay a fraction of the harm we produce as the impact of external cost are not fully incorporated into the final price paid, resulting in ignorance and reluctance to change behavior. On the other hand, previous research has stated that customers are not opposed to making more sustainable choices (e.g., picking up deliveries up and wait longer for a delivery). This demonstrates that there is currently an attitude-behavior gap. This highlights the significance of understanding the psychology of e-
customer journeys and behavior. To address this gap, this project will investigate the effectiveness of using information as a green nudging technique to encourage pro-environmental behavior in the
purchasing process. To accomplish so, 3 different methods will be used: (1) revealed preference methods (2) Customer surveys (3) Stated-preference choice-base conjoint analysis. With the results, we aim to provide e-retailers with guidance on how to facilitate sustainable customer choices and e-customers with the ability to make better-informed sustainability choices.

Keywords:Last-minute sustainable distribution in e-commerce, pro-environmental behavior: green nudging methods, customer's survey and experiments

Disciplines:Consumer psychology, Transport economics, Logistics and supply chain management, Consumer behaviour