Sustainability as a result of lateral placement of the options in an online configurator
The aim of this study was to gain further insights into the effect of nudging a consumer towards the most sustainable (customized) product by displaying the options in an online configurator lateral to the right instead of to the left. In other words, whether lateral placement of the sustainable option to the right leads to more consumption of the sustainable option. Furthermore, this research investigated whether this effect differs for consumers with an abstract or a concrete mindset (the moderator). The construal level theory indicates that people can think in an abstract (high construal) or concrete (low construal) way about a certain event or object.147 Participants filled in the main experiment. A two (low versus high construal level) by two (sustainable option placed at the left versus at the right) between-subject design was used. The product category in the online configurator were shoes. Several Independent Samples t-tests were conducted to test the proposed hypotheses. An ANCOVA test was conducted to test the effect of several control variables on the choice for the sustainable option of consumers in the online configurator.
Faculteit der Managementwetenschappen