Helping Consumers Choose the Sustainable Option via Nudging. Sustainable by default in customisation tasks in the cosmetics industry
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2019-07-01
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en
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The EU has set many goals in order to reduce climate change. Still, sustainability must be improved in many industries. Since make-up is being used by 75% of all women, consumers could be influenced by means of nudging in order to choose more sustainable make-up in customisation tasks. More specifically, it has been investigated whether the presentation of products from left to right and using a default influence the sustainable choice being made. First, a pilot study has been done in order to get more background information on make-up choices. Second, an online, quantitative experiment has been executed amongst 330 respondents in which they made make-up product choices in a hypothetical buying process. Analysis of covariance showed that the left-right presentation does not but the default option does influence the sustainable choice made. By putting the default at the most sustainable option on a scale from least sustainable to most sustainable (or vice versa), the more sustainable option was more often chosen. Furthermore, higher educated people more often chose a sustainable make-up product. Lastly, both the importance people attached to sustainability and a fair price (depending on which make-up product was being bought) influenced the sustainable choice made.
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Faculteit der Managementwetenschappen