"The Limits of Nudging": A Case Study on Nudge-based Interventions in E-commerce Sustainability

Abstract: Modern consumerism and overconsumption in e-commerce have profound ecological ramifications, necessitating the adoption of pro-environmental behavior. Imagine a world where sustainable choices are seamlessly integrated into our online shopping experience. Nudging is a powerful tool that holds the key to transforming consumer behavior and promoting sustainable online shopping. However, there is a critical gap in understanding which nudges are most effective in encouraging sustainable shopping behavior. While previous research focused primarily on health contexts, this study examines the efficiency of digital nudges in the environmental field, specifically within the context of Sweden. The focal point of this research is Apotea, a leading Swedish e-commerce platform, providing a real-world setting to investigate the impact of nudging on consumer choices. The study sought to gain insights into the effectiveness of digital nudges by conducting a literature review, a nudge experiment, and an interview with a sustainability professional at Apotea. Surprisingly, the findings challenge conventional assumptions about nudging's impact on pro-environmental behavior. The study reveals minimal to no impact of nudges on influencing consumer decisions. This raises intriguing questions about the true effectiveness of nudges or if it was the role of experimental conditions. This research also unearths the complexities and challenges associated with implementing nudging strategies for sustainable consumption in an e-commerce website. It emphasizes the need for a comprehensive approach, collaborative efforts, and the integration of sustainability goals, going beyond nudging alone. Moreover, the study sheds light on the issue of greenwashing, emphasizing the importance of genuine green marketing strategies. Companies are urged to adopt green marketing as an integral part of their overall marketing efforts, driving meaningful change and promoting sustainable behavior. To empower companies and policymakers, this study proposes a practical nudge roadmap that guides the incorporation of nudging into long-term sustainability and marketing strategies.