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Individuals are increasingly confronted with transactions and decisions in digital environments. This shift in consumption behaviour and context has a high potential to influence operational business processes in various fields such as the grocery retail industry and contribute towards more sustainable operations across different levels. Accordingly, organizations need to identify opportunities to actively influence the purchase behaviour of consumers in line with social, economic and ecological objectives. Therefore, based on a threefold research approach, we develop and test several digital nudges to influence customer decision-making in the context of online grocery sustainability. First, digital nudge principles and instantiations are deduced from theory, before we develop several digital nudges and test their perception effectiveness by means of an eye-tracking experiment. Finally, the most effective nudge designs are employed in a sophisticated online-experiment, empirically indicating the significant value of hyperbolic discounting and anchoring for influencing e-grocery delivery preferences.



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