Sustainable left or sustainable right? Nudging customers to choose the sustainable option in an online configurator
Climate change is one of the biggest challenges of our time. The need to behave more sustainably has become increasingly important. However, despite numerous attempts many people still fail to change their behaviour. Therefore, new ways must be found to increase the number of people that behave in a more sustainable manner. One way that could stimulate people to behave sustainably is by using nudges in online configurators for product customization. Based on the findings from previous research it was expected that the lateral placement (left versus right) of options in a configurator had an indirect effect via processing fluency on how often participants chose the sustainable option. Moreover, it was expected that the level of construal moderated this effect. To test this, an online experiment was conducted. The results showed that there were no significant effects of lateral placement, processing fluency and the level of construal on participants’ choices. Hence, participants did not choose the sustainable option more often when this option was placed to the right (versus the left) of non-sustainable options. The level of education, product involvement and general interest in sustainability did have significant positive effects on how often the sustainable option was chosen.
Faculteit der Managementwetenschappen