Algorithmic nudging for sustainability in e-commerce, FHNW School of Applied Psychology

Global e-commerce is experiencing strong growth, accompanied by an increasing environmental impact. Consumers have a significant influence on the environmental footprint of e-commerce through decisions on product selection, packaging, shipping options and returns.

Despite the desire of many consumers to reduce their negative impact on the environment, this is often not reflected in their behaviour. Behavioural change techniques such as nudging – e.g. specifying sustainable shipping as a default option – can help bridge the gap between intention and behaviour.

Together with HSLU Lucerne University of Applied Sciences and Arts as project manager and industry partners from the e-commerce sector, we are developing scientifically informed strategies to promote sustainability in online shopping. We are analysing the effectiveness and acceptance of nudges by means of laboratory experiments and field studies.

We are also supporting the HSLU and its cooperation partner behamics in the development of AI models intended to predict which type of nudge is particularly effective for which decisions. On this basis, sustainability nudges can be dynamically played out in order to achieve the maximum impact individually and holistically.

The solution under development should encourage consumers to make more sustainable decisions when shopping online and enable behamics B2B customers achieve their sustainability goals. Overall, the solution is aimed at reducing the environmental footprint of online retail.