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Promoting Sustainable Purchases : Exploring the Impact of Social and Rewarding Nudges in Online Fashion Sales

Primavera, Théo
(2023)

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Primavera_25601800_2023.pdf
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Primavera_25601800_2023_Annexe1.pdf
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Details

Supervisors
Charry, Karine
Faculty
Louvain School of Management
Degree label
Master [120] : ingénieur de gestion, à finalité spécialisée
Abstract
The fashion sector ranks among the world's major contributors to pollution. The continuous demand for new fashion trends places significant pressure on environmental resources. In a world where the consequences of climate change are becoming increasingly evident, proactive actions are imperative. Existing literature suggests that nudging may serve as a motivating strategy for promoting environmentally-friendly actions. This research aimed to explore the effectiveness of specific nudges in guiding consumers towards sustainable fashion choices. We investigated whether a social or rewarding nudge displayed on an online retailer's website could have a notable impact on consumers' decisions towards sustainable fashion. An online survey was utilised to gather data from 134 participants who were assigned randomly to three different experimental scenarios : control group (no nudge), social nudge, or rewarding nudge. The results indicated a noteworthy and positive impact of the social nudge on selecting sustainable apparel, whereas the rewarding nudge displayed no significant effect. This implies that nudging holds promise as an effective strategy to guide consumers towards more environmentally conscious fashion choices. Additionally, the findings revealed a positive association between respondents' intention to purchase sustainable items and their susceptibility to normative influence, fashion involvement, and ecological consciousness. Notably, fashion involvement was identified as a moderating factor in relation to nudging.