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Digital Nudging in Online Grocery Stores : Towards Ecologically Sustainable Nutrition

Title data

Berger, Michelle ; Müller, Chiara ; Nüske, Niclas:
Digital Nudging in Online Grocery Stores : Towards Ecologically Sustainable Nutrition.
In: Proceedings of the 41st International Conference on Information Systems (ICIS 2020). - Hyderabad, India , 2020 . - 17 S.

Official URL: Volltext

Project information

Project title:
Project's official title
Project's id
Projektgruppe WI Customer Relationship Management
No information

Abstract in another language

A major driver of global environmental challenges is our current food system. More sustainable practices on the supply side depend on pressure from the demand side: Every individual can contribute to a greener food system by making sustainable food choices. Digital nudging represents a promising approach to foster desirable consumer behavior. Research in the growing online food context is scarce and lacks a comparative analysis of digital nudging elements and their effectiveness regarding different consumer groups. We transferred three nudging elements to the digital choice environment of an online grocery store and conducted a field experiment with 291 participants. Parametric, nonparametric, regression, and cluster analyses showed that default rules are effective for a broad consumer base and simplification for environmentally-conscious consumers to promote ecologically sustainable behavior, while social norms had no effect. The results inform research and practice regarding the potential of digital nudging to foster ecologically sustainable food choices.

Further data

Item Type: Article in a book
Refereed: Yes
Keywords: Digital nuding; Green IS; Ecological sustainability; Food system; Consumer behavior; Green society; Online grocery store
Institutions of the University: Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Research Institutions
Research Institutions > Affiliated Institutes
Research Institutions > Affiliated Institutes > Fraunhofer Project Group Business and Information Systems Engineering
Research Institutions > Affiliated Institutes > FIM Research Center Finance & Information Management
Faculties > Faculty of Law, Business and Economics
Result of work at the UBT: No
DDC Subjects: 000 Computer Science, information, general works > 004 Computer science
300 Social sciences > 330 Economics
Date Deposited: 29 Sep 2020 06:19
Last Modified: 19 Jan 2021 10:23