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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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 |
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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 |
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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. |
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Poong Oh |
author_facet |
Poong Oh Lee, Shannen Si En Lim, Li Qian Cheow, Lynette |
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Final Year Project |
author |
Lee, Shannen Si En Lim, Li Qian Cheow, Lynette |
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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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1761781736426962944 |