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Paper Type
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Abstract
In recent years, the negative environmental impact of consumers' dietary habits has become more visible. Accordingly, in-store interventions to promote more sustainable (e.g., organic) food choices have received increased scholarly attention. Thereby, online grocery shopping is gaining momentum as web-applications provide decision support tools such as real-time spending feedback (RSF). Building on budgeting and spending literature, this study provides initial insights on the impact of RSF on consumers’ organic food choices in online supermarkets. Using a free simulation experimental approach, we were able to track participants’ real grocery shopping behavior within a realistic online shopping environment. Within a baseline (no RSF) and an intervention (RSF) condition (between subject design), we show that RSF facilitated participants to stay within their budget and significantly reduced underspending. Somewhat surprisingly in response to the RSF, participants who usually buy fewer organic products purchased significantly more organic food items, both in absolute and relative terms.
Recommended Citation
Lembcke, Tim-Benjamin; Engelbrecht, Nils; Willnat, Mathias; and Lichtenberg, Sascha, "Behavioral Design in Online Supermarkets: How Virtual Shopping Cart Functions Impact Sustainable Consumption" (2020). AMCIS 2020 Proceedings. 2.
https://aisel.aisnet.org/amcis2020/sig_hci/sig_hci/2
Behavioral Design in Online Supermarkets: How Virtual Shopping Cart Functions Impact Sustainable Consumption
In recent years, the negative environmental impact of consumers' dietary habits has become more visible. Accordingly, in-store interventions to promote more sustainable (e.g., organic) food choices have received increased scholarly attention. Thereby, online grocery shopping is gaining momentum as web-applications provide decision support tools such as real-time spending feedback (RSF). Building on budgeting and spending literature, this study provides initial insights on the impact of RSF on consumers’ organic food choices in online supermarkets. Using a free simulation experimental approach, we were able to track participants’ real grocery shopping behavior within a realistic online shopping environment. Within a baseline (no RSF) and an intervention (RSF) condition (between subject design), we show that RSF facilitated participants to stay within their budget and significantly reduced underspending. Somewhat surprisingly in response to the RSF, participants who usually buy fewer organic products purchased significantly more organic food items, both in absolute and relative terms.
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