Effects of choice architecture and the anchoring-and-adjustment heuristic on pro-social and pro-environmental e-commerce consumer behaviour

Consumers are encouraged to do their part in protecting the environment by consuming sustainably and purchasing products that have a lower environmental impact. However, challenges such as a lack of information on eco-friendly products, time constraints, and pre-existing brand preferences, could hin...

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Main Authors: Lee, Shannen Si En, Lim, Li Qian, Cheow, Lynette
Other Authors: Poong Oh
Format: Final Year Project
Language:English
Published: Nanyang Technological University 2023
Subjects:
Online Access:https://hdl.handle.net/10356/165281
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-1652812023-03-26T15:36:00Z Effects of choice architecture and the anchoring-and-adjustment heuristic on pro-social and pro-environmental e-commerce consumer behaviour Lee, Shannen Si En Lim, Li Qian Cheow, Lynette Poong Oh Wee Kim Wee School of Communication and Information poongoh@ntu.edu.sg Social sciences::Communication Consumers are encouraged to do their part in protecting the environment by consuming sustainably and purchasing products that have a lower environmental impact. However, challenges such as a lack of information on eco-friendly products, time constraints, and pre-existing brand preferences, could hinder consumers from selecting eco-friendly choices. Previous studies have shown that the way information is presented can affect consumers’ decision-making processes, and thereby, promote pro-social and pro-environmental purchasing behaviour. Our research applies heuristics in the context of encouraging eco-friendly online shopping. The objective of this study was to explore whether nudges, particularly in the form of eco-labels and social comparison nudges, could help people choose the more sustainable product, despite having other products anchored as the default option. An online experiment (n = 262) was conducted to investigate the effects of anchoring, which causes biases in decision making; and nudging, to encourage pro-environmental purchasing decisions on e-commerce behaviour. Results showed that there were significant main and interaction effects of both anchoring and nudging, reaffirming the use of nudges to encourage pro-environmental behaviour in e-commerce. The paper discussed further usage of nudges and anchors, as well as implications on user experience design in the e-commerce industry. Bachelor of Communication Studies 2023-03-23T00:16:50Z 2023-03-23T00:16:50Z 2023 Final Year Project (FYP) Lee, S. S. E., Lim, L. Q. & Cheow, L. (2023). Effects of choice architecture and the anchoring-and-adjustment heuristic on pro-social and pro-environmental e-commerce consumer behaviour. Final Year Project (FYP), Nanyang Technological University, Singapore. https://hdl.handle.net/10356/165281 https://hdl.handle.net/10356/165281 en CS/22/032 application/pdf application/pdf Nanyang Technological University
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic Social sciences::Communication
spellingShingle Social sciences::Communication
Lee, Shannen Si En
Lim, Li Qian
Cheow, Lynette
Effects of choice architecture and the anchoring-and-adjustment heuristic on pro-social and pro-environmental e-commerce consumer behaviour
description Consumers are encouraged to do their part in protecting the environment by consuming sustainably and purchasing products that have a lower environmental impact. However, challenges such as a lack of information on eco-friendly products, time constraints, and pre-existing brand preferences, could hinder consumers from selecting eco-friendly choices. Previous studies have shown that the way information is presented can affect consumers’ decision-making processes, and thereby, promote pro-social and pro-environmental purchasing behaviour. Our research applies heuristics in the context of encouraging eco-friendly online shopping. The objective of this study was to explore whether nudges, particularly in the form of eco-labels and social comparison nudges, could help people choose the more sustainable product, despite having other products anchored as the default option. An online experiment (n = 262) was conducted to investigate the effects of anchoring, which causes biases in decision making; and nudging, to encourage pro-environmental purchasing decisions on e-commerce behaviour. Results showed that there were significant main and interaction effects of both anchoring and nudging, reaffirming the use of nudges to encourage pro-environmental behaviour in e-commerce. The paper discussed further usage of nudges and anchors, as well as implications on user experience design in the e-commerce industry.
author2 Poong Oh
author_facet Poong Oh
Lee, Shannen Si En
Lim, Li Qian
Cheow, Lynette
format Final Year Project
author Lee, Shannen Si En
Lim, Li Qian
Cheow, Lynette
author_sort Lee, Shannen Si En
title Effects of choice architecture and the anchoring-and-adjustment heuristic on pro-social and pro-environmental e-commerce consumer behaviour
title_short Effects of choice architecture and the anchoring-and-adjustment heuristic on pro-social and pro-environmental e-commerce consumer behaviour
title_full Effects of choice architecture and the anchoring-and-adjustment heuristic on pro-social and pro-environmental e-commerce consumer behaviour
title_fullStr Effects of choice architecture and the anchoring-and-adjustment heuristic on pro-social and pro-environmental e-commerce consumer behaviour
title_full_unstemmed Effects of choice architecture and the anchoring-and-adjustment heuristic on pro-social and pro-environmental e-commerce consumer behaviour
title_sort effects of choice architecture and the anchoring-and-adjustment heuristic on pro-social and pro-environmental e-commerce consumer behaviour
publisher Nanyang Technological University
publishDate 2023
url https://hdl.handle.net/10356/165281
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