DescriptionE-commerce can no longer be considered out of the daily lives of many consumers. However, it has undeniably created significant logistic and environmental challenges, especially in the last-mile delivery. Additionally, customers are becoming more demanding in areas such as delivery speed, cost, and location, putting further strain on the environment and last-mile challenges. As a society, we only pay a fraction of the harm produced as the impact of external cost are not fully incorporated into the final price paid, resulting in ignorance and reluctance to change behavior. On the other hand, previous research has stated that customers are not opposed to make more sustainable choices. This demonstrates that there is currently an attitude-behavior gap. Moreover, humans usually underestimate how flawed and irrational their thinking is. This highlights the significance of understanding the psychology of e-customer behavior. To address this gap, this project will investigate the effectiveness of using information provision strategies as a green nudging technique to encourage pro-environmental behavior in the purchasing process. To accomplish so, 3 different methods will be used: (1) revealed preference methods (2) customer surveys (3) stated-preference choice-base conjoint analysis. With the results, we aim to assist e-customers in making more sustainable choices and provide e-retailers with guidance on how to facilitate sustainable customer choices.
|Period||1 Mar 2023|