The number of people who buy their groceries via e-commerce at least once a month has increased since the start of the covid-19 pandemic. As food and food production contributes about 20 to 30 percent of the total consumption-related environmental impact in Europe, a change in consumer behavior is required. To encourage more sustainable consumer behavior nudging can be implemented. Digital nudging is an interface tool that can be applied in cases of influencing people to do a certain desired action. The scientific literature confirms that a knowledge gap exists in how nudging can be used as previous research has focused more on why nudging is beneficial. Therefore, the purpose of the study is to investigate how nudging can be used in a web-based grocery store to influence consumers to make more sustainable choices. The study uses a qualitative research strategy with semi-structured interviews as a data collection method. The results show that a lack of knowledge regarding the concept of sustainability and sustainable products is the biggest obstacle when it comes to trying to influence consumers to make sustainable choices. For this reason, the study's four nudge proposals are mainly intended to educate consumers about sustainable foods in connection with purchasing them via e-commerce. A need has been identified for future research studies to investigate how nudges can be designed for different customer segments and behavioral groups. In addition, there is a need for similar research studies to be conducted where the consumer perspective is included and explored.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-470944 |
| Date | January 2021 |
| Creators | Nittler, Lovisa, Dunbäck, Victoria |
| Publisher | Uppsala universitet, Institutionen för informatik och media |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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